Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Group Influences
Pertemuan 09
TERM GROUP:
Refers to two or more individuals who share a set of
norms, value or beliefs and have sertain imlicitly defined
relationship that make their behaviors interdependent
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TYPES OF GROUP
• Group vs Reference
 Group : was defined earlier
 The reference group is a group whose preseumed
perspective or values are being used by an
individual as the basis of his or her current
bahavior
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GROUPS CLASIFICATION
• Membership  criterian is dicotomus: a person either
is a member of particular group or is not
• Degree of contact  refers to how much
interpersonal contacts the groups members have with
each other
• Attaraction  refers to disaribility that memebrship
in a given group has for the individual
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DEGREE AND TYPE OF
REFERENCE GROUP INFLUENCE
• Informational
• Normative
• Identification
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REFERENCE GROUP
• The aspirational reference group refers to those others
against whom one would like to compare oneself. For
example, many firms use athletes as spokespeople, and
these represent what many people would ideally like to be
• Associative reference groups include people who more
realistically represent the individuals’ current equals or
near-equals—e.g., coworkers, neighbors, or members of
churches, clubs, and organizations
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REFERENCE GROUP …CONTINUE
• Dissociative reference group includes people that the
individual would not like to be like. For example, the
store literally named The Gap came about because
many younger people wanted to actively dissociate
from parents and other older and "uncool" people
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MARKETING STRATEGIES BASED ON
REFERENCE GROUP INFLUENCES
• Personal sales strategies
• Advertising strategies
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ROLES
A Role is a precribed pattern of behavior expected of a
person in a given situation by virtue of the persons
position in that situation
Role style  individual variations in the performance of
a given role
Role parameters  reprsent the range of bahavior
acceptable within a given role
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