Select Two Products You Have Purchased Because Of The In

Selecttwo products That You Have Purchased Because Of the Influence Of

Select two products that you have purchased because of the influence of two different reference groups. One of the reference groups should be of the type called aspirational reference groups. (Lays potato chips- used to buy store brand but kept seeing immediate family members buying Lays so I started buying that brand) reference group (Michael Kors Purse even though it was not in my budget but I loved how cute it was displayed on the ladies of the “The Basketball Wives”) - aspirational reference group 1. Did you realize at the time that you were being influenced by the reference group? If so, why did you want to be included in this reference group? If not, what was your understanding of your purchasing decision at the time?

2. What influence did word-of-mouth and the Asch phenomenon have on your purchasing decision? If none, have you been influenced by these in other purchases, and to what extent? 3. Discuss which forms of Social Power were most at work in your above selections.

Paper For Above instruction

Choosing two specific products that I purchased due to influence from different reference groups reveals insightful aspects about consumer behavior and social influence. The first product is Lays potato chips, which I started purchasing because I saw my immediate family members consistently buying this brand. Initially, I did not consciously realize I was influenced by the familial reference group; my decision was largely shaped by observing their choices and the social comfort associated with aligning with their brand preferences. Over time, this motivated me to adopt the same brand to strengthen social bonds and feel a sense of belonging within the family unit. The desire to be part of the close-knit group likely fostered a subconscious influence, emphasizing how family can serve as a powerful reference group in shaping purchasing decisions, often without explicit awareness of the influence at play.

The second product is a Michael Kors purse, which I coveted despite it not fitting within my budget. The display of the purse on the cast of "The Basketball Wives" created a strong aspirational reference point for me, as I admired the luxurious and fashionable image projected by the show’s cast. At the time, I was not fully conscious of the aspirational nature of my influence; I perceived the purse as a symbol of status and elegance that I wanted to emulate. This desire to belong to a more glamorous and upscale social setting is characteristic of aspirational reference groups, where individuals aim to imitate the idols or icons they admire. My decision was driven by a subconscious aspiration to elevate my social image, which highlights the power of media and celebrity influence in consumer behavior, often operating below the level of conscious awareness.

Word-of-mouth and the Asch phenomenon played significant roles in shaping my purchasing decisions. In the case of the Lays chips, hearing family members' recommendations about taste and quality reinforced my inclination to purchase this brand. Similarly, the endorsement and positive comments from friends and family about the product's flavor created a social proof effect, which aligns with the concept of word-of-mouth influence. For the Michael Kors purse, media portrayals and celebrity endorsements functioned as a form of social proof, creating a bandwagon effect that increased my desire to obtain the product. The Asch phenomenon, where individuals conform to perceived group norms to gain acceptance, was evident when I observed the tendency to imitate the consumer behaviors of admired groups or individuals, whether in family or celebrity contexts. These influences often operate subtly but powerfully, guiding consumer choices based on social validation and the desire to conform to group expectations.

Regarding social power, the most prominent forms at work in my selections include referent power and informational power. The family, acting as a reference group, exerts referent power by influencing my behavior through admiration and a desire for social acceptance within that group. The celebrity imagery and media influence leverage informational power, where the perceived credibility and attractiveness of the aspirational group inform my perceptions of value and desirability. These power dynamics underscore the importance of social influence in consumer decision-making, where admiration and credibility shape preferences and actions. Both examples demonstrate how social power operates through identification and influence by esteemed others, ultimately affecting purchasing behavior in subtle yet impactful ways.

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