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Consumer Behaviour – Chapter 11: Group Influences & Social Media I Michael R. Solomon!

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Welcome to the new series of Consumer Behaviour by Michael R. Solomon!, you’re one-stop-shop for all things marketing, consumer behaviour, marketing strategy, and community.

In chapter 11, I am going to cover the following learning objectives:
11.1 Other people and groups, especially those that possess social power, influence our decisions.
11.2 Marketers often need to understand consumers’ behavior rather than a consumer’s behavior.
11.3 The decision-making process differs when people choose what to buy on behalf of an organization rather than for personal use.
11.4 Members of a family unit play different roles and have different amounts of influence when the family makes purchase decisions.
11.5 Word-of-mouth communication is the most important driver of product choice.
11.6 Opinion leaders’ recommendations are more influential than others when we decide what to buy.
11.7 Social media changes the way we learn about and select products.




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