Social Influences On Buyer Behaviour

Chapter 8
Social influences on
buyer behaviour
Schiffman, Bednall, O’Cass, Paladino, Ward & Kanuk:

Consumer Behaviour 4e © 2007 Pearson Education Australia
Chapter Objectives
 To outline the basic communication model
 To understand the role of the sender and receiver
 To discuss effective message strategies
 To identify the different message appeal choices
 To understand media strategy considerations
 To define and understand the role of reference

groups
Schiffman, Bednall, O’Cass, Paladino, Ward & Kanuk: Consumer Behaviour 4e © 2007 Pearson Education Australia
2
Impact of social influences
 The views of others have a profound effect on
the consumer behaviour of the individual
- Particularly if the consumer behaviour occurs
socially or involves discretionary expenditure
 For some age groups, peer pressure is a very
important influence
 Marketers are interested in social influences as
they often play a key role in the acceptance
and ultimate success of new products
 Therefore, marketers attempt to communicate
with numbers of people with various
promotional tools
3
Figure 8.1:
Basic Communication Model
4
Communication via the media
The sender
initiates the
communication
Word-of-mouth The sender uses
communication appropriate words
tends to be images and
highly symbols to encode
persuasive The the message
sender
An informal
source can be a A formal
family member source is an
or a friend organisation
5
The message
 Message can be verbal or non-verbal or a
combination
 Verbal messages usually contain more product
information
 In developing the message, the firm must first
establish communication objectives
- These may include, creating awareness, promoting
sales, reducing post-purchase dissonance, building
the brand, or a combination of these objectives
 As companies have diverse audiences, they may
create an umbrella communication message,
from which they spin off a series of related
messages targeted at individual segments
6
Persuasive message strategies
Should begin with
an appeal to the
needs of the
audience Non-verbal
stimuli tend to
Resonance reinforce verbal
improves the message
liking of the ad arguments
Persuasive
messages
The central route

Using simple
to persuasion is
syntax produces
more suitable for
greater level of
high involvement
recall
issues
7
Overcoming barriers to
communication
Australian advertisers
To overcome clutter or often repeat a shorter
noise, simply repeat version of the ad that
the message several previously ran in the
times same commercial
break
Copywriters often use

contrast to achieve
cut-through
8
Message framing
Negatively framed
messages are more
persuasive in situations
that encourage detailed
processing
Positively framed
messages a more
persuasive and low
involvement situations
9
One-sided versus
two-sided messages
 Two sided messages highlight both the ‘for’

and ‘against’ arguments about the brand
 When promoting to a positive audience, a one-
sided message will be best
 Two-sided messages also protect against
arguments that may be raised by competitors
 Two-sided messages are better for a well-
educated audience
 Claim credibility can be sometimes enhanced
by actually disclaiming superiority in some
product features
10
Comparative advertising
For Against
11
Order effects
Ads at the end

TV ads Ads in the
are recalled a
shown first middle are
little bit better
are recalled recalled
than those in
best the least
the middle
Note: If the audience

Can be supported by
interest is low the most
repeating a shortened
important point
ad at the end
should be made first to
attract attention
12
Repetition
It increases the
Repetition is an likelihood that the brand
important factor will be included in the
in learning consumer’s
consideration set
For low
For low involvement However, too
involvement
purchases, repetition much repetition
purchases, it has
will help create will lead to ad
a positive effect
credibility wear-out
on liking
13
Fear Appeals
Fear can be an Mild fear appeals are

effective advertising more effective than
appeal strong fear appeals
For anti-drug It is proposed that people

campaigns, cognitively evaluate the
adolescents respond likelihood of the threat – this
better to the fear of is called the ordered
social implications protection motivation model
than to physical harm
14
Figure 8.4: Use of a strong fear
appeal
15
Benefits and concerns
of humour in advertising
BENEFITS CONCERNS
It attracts It is NOT
attention more
persuasive
It enhances
‘liking’
It does NOT
It does not harm increase source
comprehension credibility
16
Considerations needed for
humour in advertising
It works much It works better with
better if it is low-involvement
relevant to the products
product
It is more It needs to The type of

effective with consider the product
existing (not likely influences
new) products audience whether humour
profile is appropriate
17
Agony and abrasive advertising
 Agony advertising depicts people in discomfort

(that is, with headache, cold and flu, and so on)
 These ads demonstrate empathy with the market
segment that suffers from these aliments
 These ads tend to be highly effective
 Abrasive advertising is the use of unpleasant or

annoying ads
 The ‘sleeper effect’ suggests that these ads will
effectively get their message across – as
consumers eventually forget their negative delivery
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Sex in advertising
It is very effective It needs to fit

in attracting well with the
attention likely target
audience
It tends to harm
comprehension as It must be relevant to
consumers are the product,
distracted from the otherwise it may have
main message a negative impact
19
The channel (medium)
Print Broadcast
From (magazines, (radio, TV)
salespeople newspapers)
Direct
marketing
From
opinion
leaders
Outdoor Internet
Personal Impersonal
communication communication
20
National advertising spend
National advertising in
2007
Note: Internet advertising is the fastest growing

media expenditure – up 54% from 2006
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Mass media strategy
 Mass media generally describes impersonal media

 There is a growing trend towards media
fragmentation
- This means that there are more media choices targeted at
smaller audiences
 Therefore, a key part of the strategy is the choice of
media for the firm’s target market/s
 Firms first select the general media categories
(e.g. TV), they then choose specific mediums (e.g.
which channels/shows), and finally they decide
how often and how heavily they schedule their ads
22
Media strategy considerations
 Firms need a good understanding of the

‘consumer profile’ of their target market/s
- This includes understanding the most appropriate
media to reach them
 Matching the goal of the advertising to the
ability of the medium (as each media category
as their own particular advantages)
 Determining the most effective combination of
reach and frequency
- Reach is the number of people exposed to the ad
- Frequency is how often they are exposed to it
23
The receiver
The receiver is The receiver The receiver’s
likely to be a may decode or level of
targeted prospect process the involvement will
or a customer message affect how much
attention is paid to
Receivers may also include
the ad and how it
intermediary audiences, such as
is decoded
retailers and wholesalers
Receivers may also include Demographics, personality
‘unintended audiences’, and lifestyle all influence
such as employees, how a message may be
suppliers and the local interpreted
community
24
Credibility
 The perceived honesty and objectivity of the

source has an enormous influence on the
acceptance of the communication
 The level of credibility depends upon:

- The perceived intentions of the source
• What do they have to gain?
- Are they non-profit or independent?
- Their overall reputation, expertise and knowledge
- Their brand image
- The choice of spokespeople
25
Feedback
 Feedback, particularly in regards to a change in
purchase behaviour, is the ultimate test of success
of the communication
 With interpersonal communication (e.g. with a
salesperson) the feedback is immediate
 For mass communication, marketers need to rely on
research and analysis
 The 3 main forms of market research feedback are:
Pre-testing Advertising tracking Post-campaign

Measuring awareness
Testing the ads before Testing the change
and message
the campaign in brand recall
comprehension
26
Reference groups
 A group is two or more people who interact to
accomplish either individual or mutual goals
 A reference group is any person or group that
serves as a point of comparison (or reference)
 Reference group help the individual form their
values, attitudes and guides for behaviour
 Normative reference groups influence values and
behaviour
- For children, the main normative reference group would be
the immediate family
 Comparative reference groups serve as
benchmarks for attitudes and behaviours
27
Table 8.4:
Types of reference groups
28
Figure 8.10: Major
reference groups
29
Factors that affect
reference group influence
Information and • Experienced buyers are less likely to

experience be influenced by others
Credibility,
• Individuals are more likely to be
attractiveness and persuaded by high credibility groups
power of the group
Conspicuousness • More conspicuous and status-

revealing products are more likely to
of the product be affected by group influence
Consumer • Strong brands seek conformity,

whereas new brands seek to appeal to
conformity non-conformity
30
Selected consumer-related
reference groups
Friendship groups, after Work groups are a
the immediate family, major influence
are the most likely because of the vast
group to influence amount of time they
purchase decisions spend together
Virtual groups, or Consumer-action groups

communities, usually are independent bodies
share vast amounts of formed to help consumers
information make informed decisions
Shopping groups Brand communities are

are people who strong admirers of a
shop together brand - Harley-Davidson,
socially as an example
31
Reference group appeals
• Depending upon their trustworthiness
Celebrities and attractiveness, celebrities are very
effective and are widely used
• These people have a particular
The expert occupation or other experience to help
the consumer evaluate the product
• These include cartoon characters and
Trade characters are designed to be friendly and non-
confronting
Common person • The goal here is to reflect typical target

appeals market person
• May include endorsements from Choice

Other group appeals magazine or a particular association or
editorial comment
32
Summary
 The basic communication model
 The role of the sender and receiver
 Effective message strategies
 Different message appeal choices
 Media strategy considerations
 The types and the role of reference groups
33

Social Influences On Buyer Behaviour

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Chapter 8

Schiffman, Bednall, O’Cass, Paladino, Ward & Kanuk:

 To outline the basic communication model

 To understand the role of the sender and receiver

 To discuss effective message strategies

 To identify the different message appeal choices

 To understand media strategy considerations

 To define and understand the role of reference

The central route

Copywriters often use

 Two sided messages highlight both the ‘for’

Ads at the end

Note: If the audience

Fear can be an Mild fear appeals are

For anti-drug It is proposed that people

It is more It needs to The type of

 Agony advertising depicts people in discomfort

 Abrasive advertising is the use of unpleasant or

It is very effective It needs to fit

Note: Internet advertising is the fastest growing

 Mass media generally describes impersonal media

 Firms need a good understanding of the

 The perceived honesty and objectivity of the

 The level of credibility depends upon:

Pre-testing Advertising tracking Post-campaign

Information and • Experienced buyers are less likely to

Conspicuousness • More conspicuous and status-

Consumer • Strong brands seek conformity,

Virtual groups, or Consumer-action groups

Shopping groups Brand communities are

Common person • The goal here is to reflect typical target

• May include endorsements from Choice

 The basic communication model

 The role of the sender and receiver

 Effective message strategies

 Different message appeal choices

 Media strategy considerations

 The types and the role of reference groups

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