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CHAPTER 8: SOCIAL INFLUENCES ON FASHION CONSUMER
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Transcript
WE WILL DISCUSS...
- SOCIAL INFLUENCE
- FASHION DIFFUSION THEORIES
- SOCIAL INFLUENCERS AND CONSUMER BEHAVIOR
- GROUPS AND CONSUMER DECISION MAKING
- SOCIAL MEDIA AND FASHION CONSUMERS
ASSOCIATIVE GROUPS
CHAPTER 8: SOCIAL INFLUENCES ON FASHION CONSUMERS
FASHION DIFFUSION
- SPREAD OF FASHION THROUGHOUT DIFFERENT SOCIETAL GROUPS
- DOWNWARD FLOW
(TRICKLE DOWN THEORY)
- UPWARD FLOW
(TRICKLE UP THEORY)
- HORIZONTAL FLOW
(TRICKLE ACROSS)
IMPACT OF GROUPS
- DIRECT/PRIMARY INFLUENCERS
- INDIRECT/SECONDARY
INFLUENCERS
What are some of your own shopping and buying habits, do you rely on a friend?
Do you want other people to test the waters first with a particular product before you buy a similar item?
Do you feel more secure about a product when you know that others are already buying and using it?
SOCIAL INFLUENCE
PAGE 189
INFLUENCES ON DESIGN
- SOCIAL CLASS
- SUB-CULTURES
RESPONSES TO SOCIAL INFLUENCES
- CONFORMITY
- COMPLIANCE
- OBEDIENCE
PAGE 179
MEMBERSHIP INFLUENCES
PAGE 185
PART III: EXTERNAL FACTORS INFLUENCE FASHION CONSUMERS
ASPIRATIONAL GROUPS
DISASSOCIATIVE GROUPS
GATEKEEPERS
- OPINION LEADERS
- "EXPERT"
i.e. FRIEND, CELEBRITY, ETC
QUESTIONS?
SOCIAL IMPACT THEORY
- PROBABILITY OF INFLUENCE INCREASES BASED ON THE NUMBER OF PEOPLE INVOLVED AND PROXIMITY OF INFLUENCERS
WHICH FASHION DIFFUSION THEORY IS MOST APPLICABLE IN AMERICA RIGHT NOW? WHICH INFLUENCES ARE THE MOST POWERFUL?
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