Examples of external determinants of consumer behavior:
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hey friend,
Type of Social Power
Description
Example
Referent
A person likes a group and acts like them so the group will accept them
A teenager wants to join a popular group, so they begin to dress like them and listen to their groups’ chosen music
Legitimate
Membership comes with agreements and there will be consequences for nonconformity
A boss has authority over his employees and can fire them if they don’t do an adequate job
Expert
Groups have knowledge that others want to gain
Consumers who want to be members of The American Medical Association seek to gain their knowledge of health and wellness
Reward
Groups with power to give rewards to members
A school soccer team can give trophies to their best players (members)
Coercive
A group can penalize members for not following the rules
In the army, soldiers who do not report for duty on time can be forced to do manual labor or even get kicked out of the army
Type of Social Power
Description
Example
Referent
A person likes a group and acts like them so the group will accept them
A teenager wants to join a popular group, so they begin to dress like them and listen to their groups’ chosen music
Legitimate
Membership comes with agreements and there will be consequences for nonconformity
A boss has authority over his employees and can fire them if they don’t do an adequate job
Expert
Groups have knowledge that others want to gain
Consumers who want to be members of The American Medical Association seek to gain their knowledge of health and wellness
Reward
Groups with power to give rewards to members
A school soccer team can give trophies to their best players (members)
Coercive
A group can penalize members for not following the rules
In the army, soldiers who do not report for duty on time can be forced to do manual labor or even get kicked out of the army
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