Determinants of the reference group, and in what ways are people affected by the reference group?

1. Visibility.

In general, the higher the visibility of a product or brand, the greater the group influence, and vice versa.

2. Degree of necessity.

Consumers are familiar with daily necessities such as food and daily necessities, and in many cases have formed habitual purchases, and the influence of the reference group is relatively small.

3. Relevance.

The more closely an activity is related to the fulfillment of a group function, the greater the pressure on individuals to conform to group norms in that activity.

4. Life cycle.

Hendon believes that when a product is in the introduction period, consumers' product purchase decisions are greatly influenced by the group, but brand decisions are less affected by the group. During the growth period of a product, the reference group has a great influence on the choice of product and brand. In the product maturity stage, the group influence is large in brand choice and small in product selection.

In the recession period of the product, the group influence is relatively small in terms of product and brand selection.

5. Loyalty.

The more loyal an individual is to the group, the more likely he is to conform to group norms.

6. Self-confidence.

Research shows that individuals are most susceptible to the reference group when buying color TVs, cars, home air conditioners, insurance, refrigerators, services, magazines, books, clothes, and furniture.

1. Normative influence.

Normative influence refers to the influence on consumer behavior due to the role of group norms. Norm refers to the expectation of the appropriateness of the behavior of the members to which the group belongs in a certain social context, and it is the behavioral standard determined by the group for its members. Whenever there is a group, there is no need for any verbal communication or direct thinking, and the norms will come into play quickly.

Normative influences occur and work because of the presence of rewards and punishments. In order to gain appreciation and avoid punishment, individuals will act according to the expectations of the group. Advertisers claim that if they use a certain product, they can be accepted and praised by society, taking advantage of the normative influence of the group on the individual.

Similarly, claiming that you will not be recognized by the group if you do not use a certain product is also using normative influence.

2. Informational influence.

It refers to the behavior, concept, and opinion of the members of the reference group who are referred to as useful information by the individual, and thus have an impact on their behavior. When consumers lack understanding of the products they are buying, and it is difficult to judge the quality of the products by sight and touch, the use and recommendation of others will be regarded as very useful evidence.

The influence of the group on the individual in this regard depends on the similarity between the affected person and the group members, as well as the expertise of the group members who exert the influence. For example, someone finds that several of her friends are using a certain brand of skincare product, so she decides to try it out, because so many friends use it, which means that the brand must have its own benefits and characteristics.

3. The impact of value performance.

It refers to the belief and values that an individual consciously follows or internalizes as a reference group, so as to behave in harmony with them. For example, a consumer who feels that people with an artistic temperament and literacy usually have long hair, beards, and unkempt hair, so he also grows long hair and dresses in an eclectic way to reflect the image of the artist as he understands it.

At this time, the consumer is influenced by the reference group in terms of value performance. The reason why individuals consciously act according to the norms and beliefs of the group without external rewards and punishments is mainly driven by two forces.

On the one hand, individuals may use reference groups to express themselves in order to improve their self-image. On the other hand, an individual may be particularly fond of the reference group, or be very loyal to the group, and want to establish and maintain a long-term relationship with it, so that they can see the group's values as their own.

People are greatly influenced by referential objects, and many things need to be observed with the help of external objects.

There is still some influence on the way people are influenced by the reference group, through external references or mental contrasts, and so on.

I don't understand that he plays the piano, but there are still four other ways to influence, and I can bring you different aspects of a song.

There are many ways, one of the most significant ways is to compare people, sometimes involuntarily comparing with rich people will cause a kind of psychological pressure on themselves, so it is best to focus on self-happiness in life.

There are too many, such as people following the crowd, and following the crowd, etc., are all manifestations.

They say that the parameter hides this way of participation, which should be able to influence the way, which should be able to be used in proportions, and all those who think that what is illegal?

People will talk about the influence of their emotions according to everyone's speech, and they don't have to live their own lives.

There is a direct impact, and then how the people around you make money, and then it can affect the mood.

What are the factors that determine the intensity of the impact of the reference group?

1) Visibility of the product.

2) The degree to which the product must be.

3) Relevance of the product to the group.

4) Product Life Cycle.

5) Personal loyalty.

6) Self-confidence.

In the case of associations, I think the best way is that he has a reference to compare to a comparison.

Let me use a lot of small ones, mainly because of your special reference, and there is a kind of improvement of that special ability.

Originally, there were several ways to refer to group influence, and each method was different.

What are some of the ways in which people are influenced by the reference group? There are many ways to influence this, such as the influence of reference objects in motion.

Answer]: a, b, d, e

The group factors that affect the decision-making of the triumphant group are: group diversity (group heterogeneity); group familiarity; cognitive ability of the group to eliminate noise; decision-making ability of group members; equality of participation in decision-making; group size; Group decision-making rules.

The following factors that do not influence group decision-making are (c).

a.Herd mentality.

b.Rationalize motivation.

c.Scientific preparation

d.Group effect and small group consciousness.

Disadvantages of group decision-making:

1. Low efficiency. The speed and efficiency of group decision-making can be low. Group decision-making encourages the active participation of experts and employees in various fields, and strives to draw up the most satisfactory course of action in a democratic manner.

In this process, if not handled properly, it can fall into the mistake of blind discussion, which not only wastes time, but also reduces the speed and efficiency of decision-making, thus limiting the ability of managers to react quickly when necessary.

2. Herd pressure. In the process of group decision-making, there is herd pressure on decision-makers. The desire of group members to be accepted and valued by the group can lead to the suppression of dissenting opinions, which can lead to the pursuit of unity of opinion in decision-making.

3. Controlled by a small number of people. There is also the phenomenon of minority control in group decision-making. Crowd discussion may be controlled by one or two people, and if this control is caused by low-level members, the outcome of group decision-making will be adversely affected.

4. Unclear responsibilities. Group decision-making is influenced by unclear accountability. It is clear who takes the risk when it comes to personal decision-making. But the responsibility of any member of the group decision-making is diluted.

1) Visibility of the product.

2) The degree to which the product must be.

3) Relevance of the product to the group.

4) Product Life Cycle.

5) Personal loyalty.

6. Self-confidence.

Natural factors, social factors, learning and family factors, personal factors.

Will is an important psychological quality of human personality. A strong will plays a key role in a person's healthy growth and career success.

A strong will is the guarantee of success, and it allows us to excel in difficult conditions and even in the face of adversity.

Life will inevitably encounter setbacks and adversities, and cultivating ourselves with a strong will from an early age will help us overcome difficulties, overcome weaknesses, and achieve in life.

1. Benefits of group decision-making:

1. Group decision-making is mainly conducive to different opinions in different fields, and it is better to deal with complex decision-making problems. Moreover, through group participation and discussion, for the solution of some problems, and for the final solutions, problems can be found, and problems can be solved in the process of problem development, which is more welcome and affirmative for decision-making.

2. Group decision-making is mainly to have more ideas and knowledge to "assist", and the opinions or suggestions of the group can eventually form more information and formulate a more perfect plan. Moreover, group suggestions come from different departments or positions, so after gathering everyone's opinions and knowledge, they can make up for the previous shortcomings and have a reference role for the final plan.

3. Group decision-making is also conducive to making full use of the different educational levels, experiences and backgrounds of its members. Different members with different backgrounds and experiences often have great differences in the selection of information to collect, the type of problem to be solved and the idea of solving the problem, and extensive participation is conducive to improving the comprehensiveness of the problem in decision-making and improving the scientific nature of decision-making.

4. Since group decision-making is recognized by everyone, it has a role in promoting the implementation of a program. Moreover, the members of the decision-making group are widely representative, all of them are usually encountered or have solved problems, they are relatively strong without experience, and they have unique views on the problems that arise, so not only between departments, but also between posts, can form a tacit understanding.

5. Group decision-making is easy to pass, mainly because everyone participates and formulates, so in the process of implementation, even if there is a risk, everyone bears it together, and for a person or a group, the risk is even greater.

2. Problems in group decision-making.

1. Speed and efficiency may be low.

Group decision-making is mainly to bring together people from each department or each position to participate, and require the majority to agree before a plan can be adopted. During this period, if the handling is not good or the plan is blindly formulated, it will not only waste time, but also reduce the approval rate and speed of the plan, which is not cost-effective.

2. It may be influenced by individuals or sub-groups.

Although there are many desirable aspects of group decision-making, if the leadership or decision-making level in a certain unit insists on going its own way, then it is difficult for group decision-making to play its practical significance. And after all the decisions come out, they still need to be reviewed and other situations, so in fact, some people actually have the final say, forming an ornament.

How does the crowd influence decision-making?

If you've ever made decisions as part of a group, then you know how painful it can be. For example, imagine that you just watched a movie with a group of friends. You think the movie is "good", but towards the end of the discussion about how you think about it, you find that you yourself accept that the movie is "unbelievable garbage".

Is it typical of the change in perception that followed the panel discussion? Are group decisions always different from individual judgments? Scholars engaged in social psychology research have concluded that there are two factors that influence group decision-making:

Group polarization and group blindness.

The Movie After-Viewing Discussion Experience is an example of group polarization: groups tend to make more extreme decisions than group members make decisions individually. For example, suppose you ask each member of the movie review discussion to submit an attitude rating about the movie; Next, as a group, you agree with a certain value judgment that reflects your group's attitudes.

If the group rating is more extreme than the individual rating, then this is an example of polarization. Group polarization tends to make a group more cautious or more risk-taking, depending on the group's initial tendencies.

Researchers have pointed out that there are two internal processes of population polarization: the information influence model and the social comparison model. The information impact model argues that group members can provide different information for decision-making.

If you and your friends each have some small reasons why you don't like a movie, all of them come together and there's enough evidence that you actually don't like the movie a lot.

The social comparison model argues that group members try to express the group's ideas to the extreme of what the group really feels in order to gain the attention of their peers. That way, if you come to the conclusion that everyone doesn't really like a certain movie, you'll try to express more extreme views in order to show that you're particularly smart. If everyone in the group tries to gain the respect of the group in the same way, then polarization is inevitable.

In group decision-making, people suppress dissent in order to maintain group harmony, a phenomenon that Janis calls groupthink.

Janis cites the hotbeds of groupthink: cohesive groups, relative rejection of dissent, and dominant leaders who like to make decisions based on their own preferences. At the same time, he listed 8 symptoms of groupthink:

- This section gives a quick look at the ---

The illusion of invulnerability: The groups Janis studied were so overconfident that they were blinded to the danger warning.

There is no doubt about the morality of the group: the members of the group accept the morality of their group, but ignore other aspects of ethics and problems.

Rationalization: Groups vote collectively so that decisions seem more reasonable.

Stereotypes of opponents: People who are stuck in groupthink tend to think that their opponents are either too difficult to negotiate or too weak to resist their plans.

Herd pressure: Group members resist those who question the group's ideas and plans, and sometimes this resistance is achieved not through discussion but through ridicule.

Self-censorship: Because dissent is often uncomfortable and the whole seems to show consistency, people silence their doubts.

The illusion of unanimity: The self-subconscious pressure not to undermine consistency can lead to the illusion of unanimity, and the apparent consensus strengthens the group's decision-making.

Psychological defenses: Some members protect the group so that information that questions the group's decisions and morals does not interfere with or influence the group or key people in the group.