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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Interpersonal Influence

Chapter Objectives

After completing this chapter, you should be able to:

I.

Know the characteristics of interpersonal influence, and how interpersonal influence relates to persuasion.

II.

Understand the importance of interpersonal influence for consumer preferences and choices.

III.

Recognize how particular social contexts shape our preferences and choices, and how the nature of interpersonal influence varies across cultures.

IV.

Identify different types of interpersonal influence and give examples of how they are used in marketing strategies.

V.

Recognize commonly used influence tactics, how and why they work and give marketing examples.

VI.

Understand the importance of reference groups to individuals' perspectives, attitudes and behaviors, and recognize the characteristics of reference groups that help to explain different levels of influence.

VII.

Identify how different types of product choices, and other characteristics of individuals, and situations affect reliance on interpersonal influence.




McGraw-Hill/Irwin




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