Ebook Consumer behaviour - A European perspective (6th edition): Part 2
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Ebook Consumer behaviour - A European perspective (6th edition): Part 2
Ebook Consumer behaviour - A European perspective (6th edition): Part 2
Part DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2s well as our consumer behaviour. Chapter 10 looks at the influences that groups and social media have on consumer behaviour, the role of brand communities as a social context, and the particular influences that word of mouth and opinion leaders exert on our consumption deliberations. Chapter 11 pro Ebook Consumer behaviour - A European perspective (6th edition): Part 2vides a discussion of family structures in Europe. The chapter also points out the strong influence that age has on our behaviours as consumers, withEbook Consumer behaviour - A European perspective (6th edition): Part 2
an emphasis on the bonds we share with others who were born at roughly the same time. Chapter 12 focuses on factors that define our social classes, anPart DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2ter you will understand why:-> Other people and groups, especially those that possess social power, influence our decisions.Word-of-mouth communication is the most important driver of product choice.-> Opinion leaders' recommendations are more influential than others when we decidewhat to buy.1 -> S Ebook Consumer behaviour - A European perspective (6th edition): Part 2ocial media changes the way we learn about and select products.BOBBY tries to play sport just about every day. The obsession that started with footbalEbook Consumer behaviour - A European perspective (6th edition): Part 2
l has expanded to include cricket, tennis and squash (depending on the season). He will happily leave work early to play for his company team, especiaPart DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2celebrate an important victory with a few drinks, with the importance of turning up for work the next day feeling fresh relegated to a poor second against the joys of forging a great team spirit.Recently Bobby decided he needed new football boots, since the grip of his old trusty Puma boots had worn Ebook Consumer behaviour - A European perspective (6th edition): Part 2 away, meaning rain, ice and whatever else happened to be on the football pitch was causing him to lose his footing. He has also got a bit sick of hisEbook Consumer behaviour - A European perspective (6th edition): Part 2
mates ribbing him for his flashy shoes, which are the leftovers of uni days when the fashion was for garishly white boots: though Bobby argues that tPart DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2 amount of prestige to be upheld and since he has had his boots for so long, Bobby feels he deserves some new ones anyway.Bobby's mates had rather mixed (and not very polite) things to say about all the brightly coloured football boots on offer. His friend Pete had already pointed out that the Nike Ebook Consumer behaviour - A European perspective (6th edition): Part 2Mercurial Vapors came in very strong colours, so Bobby decided those probably would not suit him. He would have liked to have stayed with Puma boots bEbook Consumer behaviour - A European perspective (6th edition): Part 2
ut there wasn't really the choice that he was looking for in their current offering. So that left Adidas (possibly Copa Mundial or the Kaisers). AdidaPart DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2out the quality of the boot. The only thing Bobby had to do now was to buy the most classic looking pair he could find. After all. some people want to stand out in the crowd, to be individual and different, but football is a team game . . . and most of his friends were now wearing quite classic foot Ebook Consumer behaviour - A European perspective (6th edition): Part 2ball boots. They must be showing their age.RJ.W. HOGG, LondonINTRODUCTIONFootball is central to Bobby's identity: hr was a s|H>rts-loving student at uEbook Consumer behaviour - A European perspective (6th edition): Part 2
niversity, and remains an enthusiastic football player now that he is in the world of work; and his team mates influence many of his buying decisions Part DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2ayers) and some from our professional worlds (e.g. work colleagues). Our behaviour is often heavily influenced by the groups to which we belong, and we often seek affirmation from our fellow group members via our consumption choices.t his chapter focuses on how other people - whether fellow football Ebook Consumer behaviour - A European perspective (6th edition): Part 2ers and team males, Coworkers, friends and family or just casual acquaintances - influence our purchase decisions. It considers how our preferences arEbook Consumer behaviour - A European perspective (6th edition): Part 2
e shaped by our positive group memberships, as well as by our dissociative reference groiqrs, by our desire to please or be accepted by others, even bPart DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2duct preferences, and how marketers go about finding those people and enlisting their support in the persuasion process.'It's fair to say Adidas lead now [in terms of contemporary shoe trends] with their Adidas Pharrell collaboration. The latest is Pharrell Williams Supercolor collection, which sees Ebook Consumer behaviour - A European perspective (6th edition): Part 2 the 'Superstar' silhouette rendered in 50 colours’* 2015 Adidas383www.downloadslide.coniCHAPTER 10 GROUPS AND SOCIAL MEDIATHE SOCIAL POWER OF GROUPSHEbook Consumer behaviour - A European perspective (6th edition): Part 2
umans are social animals. We belong to groups, try to please others, and look to others' behaviour for clues about what we should do in public settingPart DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2. We may go to great lengths to please the members of a group whose acceptance we covet,'- and to avoid the group with which we do not wish to be associated? Social identity theory argues that each of US has several 'selves' that relate to groups. Ihesc linkages are so important that we think of our Ebook Consumer behaviour - A European perspective (6th edition): Part 2selves not just as 'I', but also as 'we'. In addition, we favour others that we feel share the same identity - even if that identity is superficial anEbook Consumer behaviour - A European perspective (6th edition): Part 2
d virtually meaningless In numerous experiments that employ the minimal group paradigm, rescan hers show that even when they arbitrarily assign subjecPart DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2embership influences many of his buying decisions. Bobby doesn't model himself On just any footballer - only the people with whom he really identifies can exert that kind of influence, for example, Bobby primarily identifies with other sport enthusiasts, especially football players. The English root Ebook Consumer behaviour - A European perspective (6th edition): Part 2ball league represents one of Bobby's most imjxirlant reference groups, whereas the English Rugby Union represents one of his dissociative groups.MARKEbook Consumer behaviour - A European perspective (6th edition): Part 2
ETING OPPORTUNITYWe tend to think of running as something you do on your own, but today you're much more likely to run with a group. People train withPart DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2ls are way down. Instead people gravitate to competitions, obstacle courses, fitness classes or free family events such as Parkrun in the UK(http://www.parkrun.org.uk/). New Balance is picking up on this trend as the shoe manufacturer promotes its 'Runnovation' campaign in the US, which focuses on r Ebook Consumer behaviour - A European perspective (6th edition): Part 2unning as a social activity. One print ad carries the headline. Redefine girls' night out' as it shows a group of women running together. 'Some go outEbook Consumer behaviour - A European perspective (6th edition): Part 2
. Others go out and make excellent happen. The night is yours. This is Runnovation'?Why are groups so persuasive? The answer lies in the potential powPart DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2lse do something, regardless of whether that person does it will ingly, you have power over that person. The following classification of power bases helps US to distinguish among the reasons a person exerts power over another, the degree to which the influence is voluntary, and whether this influenc Ebook Consumer behaviour - A European perspective (6th edition): Part 2e will continue to have an effect even when the source of the power isn't around.'•Referent power. If a person admires the qualities of a person or aEbook Consumer behaviour - A European perspective (6th edition): Part 2
group, he tries to copy the referent's behaviours (e.g. choice of clothing, cars, leisure activities). Prominent people in all walks of life affect ouPart DEUROPEAN CONSUMERS AND THEIR SOCIAL GROUPSThe chapters in this part consider the range of social influences that help to determine who we are as Ebook Consumer behaviour - A European perspective (6th edition): Part 2ys of high-end designer clothing), or championing causes (e.g. Brad Pitt for UNICEF). Referent power is important to many marketing strategics because consumers voluntarily modify what they do and buy in order to identify with a referent.•Information power. A person possesses information power simpl Ebook Consumer behaviour - A European perspective (6th edition): Part 2y because she knows something others would like to know. Editors of trade publications such as Women's Wear384WWW downloadslide.comGọi ngay
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