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On the trail of boy racers
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Transcript
On the Trail of Boy Racers
INTRODUCTION
INTRO
What is a boy racer?
What is a boy racer?
- Youth or young man fond of driving very fast and aggressively in high-powered cars
- Modifying vehicles with performance enhancing features.
- Participating in activities such as 'cruising' and 'burning'.
Q1: How would you describe the characteristics of the boy racer subculture in terms of the reference-group theory discussed in this chapter?
Question 1
Reference group
Reference Group Theory:
- A group that an individual uses as a guide for behaviour in a specific situation
- Influence our opinions, beliefs, attitudes and behaviours
- Serve as role models or inspiration
- Influence how individuals interpret information and make purchase decisions
- Influence the types of products you will purchase and what brand of the product
Boy Racers
Characteristics of Boy Racer Subculture
Boy Racer Subculture
What makes an individual a boy racer?
- Owning a Japanese or modified vehicle
- Passionate about the common interest, cars
- Enjoy drag-racing, burnouts and cruising
- Behaving in distruptive ways
Characteristics of Reference Groups
Characteristics
- Consists of people who share common interests
- Opinions/ recommendations made by group members impact individuals behaviour
- All members follow certain rules and regulations
Three forms of reference group influence:
- Informational
- Normative
- Identification
Question 2
2. What factors influence the degree of susceptibility to reference group influence of members of the boy racer subculture?
Visibility of product/brand
- Reference group influence is greatest when the use of a product or brand is public
- Generally affects category, type or brand of product
Degree of necessity
- As the necessity of an item decreases, the reference group influence increases
- Strong influence on ownership of luxuries
Individuals commitment
- Individuals will try more to conform to the norms of a group they feel strongly committed to
- Or to the norms of a group they would like to be apart of (aspirational)
Relevance of behaviour
Relevance of behaviour
- The more relevant a particular behaviour is to a groups functioning, the more pressure an inidividual will feel to conform to that behaviour
Confidence in purchase
- Group influence is strong when the individual has little confidence in their purchase decision, yet the product is important to the individual
Question 3
3. What factors do you think determine who are the opinion leaders within the boy racer subculture?
Size & diversity
Long term involvement
Long term involvement
- Enduring involvement
- Enhanced knowledge about, and experience with product or service
- Specific product or category
Size & diversity
- Size and diversity of their social networks
- How many people they know/how many social contacts they have
- Opinion leaders rarely differ in demographic characteristics among members of the group
Personality
Personality
- Opinion leaders tend to have a gregarious personality
- personable, sociable, outgoing
- Pubic individuation
- Generally have higher levels of exposure to media
- Sometimes tend to be older/wealthier
IN CONCLUSION
Conclusion
Conclusion:
- Group influence plays a major role in consumer behaviour
- Almost all consumer behaviour takes place in a group setting
- Groups serve as one of the primary agents of consumer socialisation and learning
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