• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14

REFERENT POWER AND WHY IT CAN BE A POTENT FORCE FOR MARKETING APPEALS.

Extracts from this document...

Introduction

REFERENT POWER AND WHY IT CAN BE A POTENT FORCE FOR MARKETING APPEALS. Mariam Hashmi Contents 1. SUMMERY: 3 2. INTRODUCTION: 3 3. THE NATURE OF REFERENCE GROUP INFLUENCE 3 3.1. Informational Influence 3 3.2. Normative influence 4 3.3. Identification Influence 4 4. Celebrity as a referent power in advertising 4 5. Referent power involvement 7 6. How Much Does It affect 8 7. Degree of Reference Group Influence 9 8. when will it effect 9. CONCLUSION 10 10. REFERENCES 12 1. SUMMARY Referent power plays a very important role in marketing communication, following report look in to different influences groups and referent power. How referent power affect one. How affective a referent power is? How a marketer can use it to his advantage. What are the factors which make referent power effective? Different theories have been discussed. This report will be looking critically on evaluating the role of referent power in marketing, evaluate the role it will play in future, and provide a future marketing plan. 2. INTRODUCTION This report of "Referent power and why it can be a potent force for marketing appeals" was written as a final assignment for the Consumer Behavior module. Humans are social animals and they always looks to other for appreciation, they want acceptance in the social circle. They identify themselves with some groups and consciously or subconsciously they imitate members of the group "to fit in". They try to imitate those qualities by copying the referent's behavior. What we think of ourselves is influenced in our social interaction by the reaction of others whose values we share or judgment we respect. Our attire, vehicles we use and career make statements about us, and our behaviors and lifestyles are the presentation of ourselves to our influence groups. By wearing a particular brand T shirt bring us closure to our group. 3. THE NATURE OF REFERENCE GROUP INFLUENCE Advertisers have different task while creating a promo or advertising depending on what are their target segment. ...read more.

Middle

High involvement Low involvement Significant Differences between brands Complex buying behavior Variety- seeking buying behavior Few Differens between brands Dissonance-reducing Buying behavior Habitual buying behavior (Table 5.1) If the need is high there is less power of referent for example when one want to buy a microwave. Reference group influence will be higher if one wants to buy things which is less necessary e.g. in buying clothes or in simple words on can say that decision to buy toothpaste tennis racket, a personal computer, a refrigetor are all very different. Expensive and complex purchase or things which involve more knowledge involve more participant and more suggestion from peer are taken.( Table 5.1)( Henry 1987) Relationship, bondage of of an individual with the group is another very important criteria which can affect on purchasing decision. More one feels committed to the group more he get influence by the referent power . One will be more careful when in dressing up when joining a group whom he wants to influence than when he wants to go for dinner with group he doesn't feel related or committed. It also depends on activity in which individual is involve with a group , How relevant is the activity for example going for office dinner is more important than going out with your friend for a match. There is clear evidence that individual differ in tendency in getting powered by influence (keillor et al,1996)Reference influence is also related to a reward or punishments, reward may be in the form of acceptance in the group, promotion gain trust with your peer and punishments may be in the form of rejection or hatred. In preteen group it may be severe and of social consequences. So to it can be said that referent power should have authority to implement both. We can still argue that referent power should not misuse legal power or illegally pressurize as he might use credibility Refrent power is someone which is look upon by individual and if it loses credibility and trust power will be gone. ...read more.

Conclusion

him offer him warranty period or an extended trial period will help in Him becoming a potential referent power over other buyers 10.REFERENCES Agins, T. (1999) `The End of Fashion', Willian Morrow, New York. Auty,S, Elliot,R.(2001)," Advances in Consumer Research, vol,28,pp. 235-41 Agins, T. (2001) `Hilfiger returns to preppy roots, but sales slump', The Wall Street Journal, 2nd February. B1. Bearden, W.O., Netemeyer, R.G. and Teel, J.E. (1989), "Measurement of consumer susceptibility to interpersonal influence", Journal of Consumer Research, Vol. 15, pp. 473-81. Bradley, S. (1996), "Marketers are always looking for good pitchers", Brand week, pp.36-7. Case, T., Dosier, L., Murkison, G., Keys, B. (1988), "How managers influence superiors: a study of upward influence tactics", Leadership and Organisational Development Journal, Vol. 9 pp.25-31. Chain Store Age (2000) `Retail Entrepreneur of the Year: Anne Yuuri Namba', Chain Store Age, Vol. 76, No. 12, pp. 67�70. Corneo, G. and Olivier J. (1999) `Segmented communication and fashionable behavior', Journal of Economic Behavior and Organization, Vol. 39, No. 4, pp. 371�385. Farrell, M.A, Schroder, W (1998), "The effect of power bases in the selection and purchase of advertising agency services", Australasian Marketing Journal, Vol. 6 No.1, pp.51-62. Graves, E. G. (1998) `Don't spend where you don't count', Black Enterprise, Vol. 28, No. 12, p. 9. Mark Farrell, Bill Schroder.(1999), " Power and influence in the buying centre," European Journal of marketing,vol.33 Issue 11/12.,pp1161-1170 Fisher R.J, Akerman, D., "The Effect Of recognisation and Group Need on Volunteerism," Journal of Consumer Research, December,pp262-77 Ghoneim, A. I. (1987), "Power and influence structure within the organizational buying centre", Pennsylvania State University, PA, unpublished PhD thesis, Heider ,F. (1946). Attitudes and cognitive organization. Journal of Psychology, 21, 107-112. Henry Assael, consumer behavior and Marketing Action( 1987), Boston an dkent publishing co, pp87 Kahle, L.R, Homer, P.M. (1985), "Physical attractiveness of the celebrity endorser: a social adaptation perspective", Journal of Consumer Research, Vol. 11 No.4, pp.954-61. Kazi-Ferrouillet, K. (1990) `Reebok', Black Collegian, Vol. 21, No. 12, pp. 130�133. Keilllor,B.D., R.S. Parker, and A. Scaefe. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Marketing Research. Explain how different marketing research methods have been used to make a ...

    For example, my car has a flower on fire as my design for this year. IER-How much do you spend for purchasing accessories for your car? IEE-I spend 300/400 pounds a year. IER-What age range do you think purchase exterior and interior accessories for their cars?

  2. For this assignment I have been asked to produce a new marketing strategy for ...

    T Technological change - creates opportunities for new products and product improvements and of course new marketing techniques- the Internet, e-commerce. Technology technological changes can improve and affect sales figures on Coca Cola. Technology is getting more and more advanced every day.

  1. Unit 3 - Marketing Research And Marketing Mix

    Psychological pricing is the most suitable policy for the Ribena. This method has been chosen because GlaxoSmithKline can psychologically make the customer believe that product is cheaper than it actually is. This price scheme should attract interest from consumers. This raise in awareness would help achieve key objectives.

  2. Marketing analysis of Marlboro cigarettes

    The Marlboro Man and Marlboro Country remain in the minds of generations of Americans. Now, the West is changing and so is America. Once of the Marlboro television advertisement is, in the 1960s, Marlboro's television advertisements shows the idea

  1. Business Studies Company Profile

    * BMW will aim to raise productivity by at least 5% per year, in part by producing more cars and acquire more parts in the US, its main market, where it will gear up the capacity of its Spartanburg plant to 240,000 units per year.

  2. Creative Product Promotion

    Sony camcorders turned out to be the most popular camcorder in their price category, partly due to the use of the 4 marketing mix that Sony was able to be successful as they wisely promoted their product through many methods such as ads on T.V, on popular websites, prints etc.

  1. I am going to be writing about the concepts of marketing distinctiveness of the ...

    And you can just go to the website of the bank and set up a standing order account online. Marketing functions Marketing functions you need to consider before you can achieve marketing principles. Establish distinctive identity for a product or organisation.

  2. Unit 2 Investigating business

    As you can see most people have chosen the 31-40 group, this is mid-age and what I expected people would say, as these are the people who will appreciate the food and have the money to spend on good quality.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work