Social Approach to Explaining Consumer Behaviour

SOCIAL APPROACH TO EXPLAINING CONSUMER BEHAVIOUR

Review conformity quiz

Multiple Choice

Which of the following does not apply to normative social influence

• To avoid standing out as different

• Driven by the desire to be liked by the group

• More likely to occur in situations where you are uncertain

• Unlikely to lead to a permanent change in behaviour

Multiple Choice

Which of the following does not apply to informational social influence

• We believe that the group knows more than us / they are experts

• Driven by the desire to be right

• More likely to occur in situations where we have a need for social support

• We want to feel confident in our decision

Multiple Choice

Which of the following applies to compliance

• Public agreement, private disagreement

• Public & private agreement

• Publicly disagree, privately agree

Multiple Choice

Which of the following applies to internalisation

• Leads to a permanent change in beliefs

• Very superficial change

• Change is longer lasting but can fade (when you are no longer with the group)

Multiple Choice

Which of the following apply to Identification

• Desire to accept the beliefs of the group

• Desire to fit in and be accepted

• Desire to be valued as a group member

CONSUMER BEHAVIOUR

CONFORMITY TO SOCIAL NORMS

Most people have a desire to conform to social norms - this is exploited by advertising.

Behaviours that are publicly visible are ways for us to signal our group memberships, such as the clothes we wear of the phone we have.

Adverts try to influence us by promoting the message ' if you do X, then you will be like these people'

This appeals to our desire to be liked and avoid social rejection

Fill in the Blanks

Therefore, conformity to social norms in advertising is explained through

social influence

Poll

This usually leads to _______ where behaviour publicly changes even if privately we still hold a different view

• COMPLIANCE

• IDENTIFICATION

• INTERNALISATION

• Someone may buy products / brands to fit in with friends - if you don't you may risk rejection!

• We may be willing to change our behaviour if a groups social norm dictates that it is the 'price' of membership

• eg, you might become vegan if that becomes the 'norm' of your friends

BANDWAGON EFFECT

Multiple Choice

This refers to the tendency most people have of doing something because other people are doing it (herd mentality)

This is very similar to what type of social influence?

• NORMATIVE

• INFORMATIONAL

How does 'social media influencer advertising' use the bandwagon effect?

Once a trend (for Fit Tea) is adopted by influencers (Kylie) and her followers it will go viral & be taken up by millions!

SOCIAL PROOF

• Social proof is another term for Informational social influence

• This is where we look to others for guidance because we think they are better informed. This is likely to happen in situations where we are not sure what to do / think

TASK

• Use the QR code on pg 36 of your booklet to find a definition and example of each type of social proof

Multiple Choice

What type of social proof is this?

• Celebrity endorsement

• Wisdom of your friends

• Wisdom of the crowd

• Expert stamp of approval

Multiple Choice

What type of social proof is this?

• Celebrity endorsement

• Wisdom of your friends

• Expert stamp of approval

• User testimonial

Multiple Choice

What type of social proof is this?

• Wisdom of your friends

• Expert stamp of approval

• Wisdom of the crowd

• Celebrity endorsement

EVALUATION OF THE SOCIAL APPROACH TO CONSUMER BEHAVIOUR

• Conclusion: This demonstrates the importance of s______ p_______ in influencing behaviours

EVALUATION OF THE SOCIAL APPROACH TO EXPLAINING CONSUMER BEHAVIOUR

• Conclusion: This shows how the bandwagon effect can explain the popularity of products in terms of conformity to s_______ n______

EVALUATION OF THE SOCIAL APPROACH TO CONSUMER BEHAVIOUR

• Conclusion: This means advertisers need to take c_________ f_______ into account when using social proof

EXAM PRACTICE

• Give three features of the social approach that can explain consumer behaviour (3 marks)

• How many marks does this answer receive?

• Make improvements

Explain one way in which the social approach can inform strategies to change consumer behaviour (3 marks)

One way is through n____ s____ i_____. Someone may buy a particular brand or product in order to f____ i____ with their friends. If they don't they may end up being r_______. For example buying & wearing _________ because all their friends are. This usually leads to c______, where behaviour only changes p______ not p________.

SUMMARY QUIZ

CLOSE YOUR BOOKLETS!

Multiple Choice

Social proof is another term for:

• Normative social influence

• The bandwagon effect

• Informational social influence

• Compliance

Multiple Choice

Burger & Shelton studied the effect of social proof on:

• Taking the stairs

• Buying luxury brands

• using non-toxic cleaning products

• Vaccination programmes

Multiple Choice

Which of the following is NOT an example of social proof:

• Celebrity endorsement

• Wisdom of the crowd

• User testimonials

• Novice stamp of approval

Multiple Choice

In the Niesiobedzka study, what popular designesr logo was used on t-shirts:

• Prada

• Ralph Lauren

• Michael Kors

• Lacoste

Multiple Choice

Cialdini found that social proof was more effective in:

• The USA than Poland

• Group discussions

• Individualist cultures

• Collectivist cultures