Marketing 2: Consumer behavior
Tussentoets 3
Chapter 11: social influences on consumer behavior
Influence can come from marketing and non-marketing sources and can be delivered via the mass media
or personally.
Marketing sources that deliver influence through mass media include advertising, sales promotions,
publicity, special events, and social media posts.
Marketing sources can also deliver information personally: salespeople, service representatives, and
customer service agents.
Non-marketing sources: influence delivered from outside an entity outside a marketing organization, for
example, friends family and the media. Via mass media: news, reviews etc.
Personally: our behavior can be affected by observing others behave or by word of mouth, information
about offerings communicated verbally by friends, family, neighbors, acquaintances and strangers.
Social media have a mass reach but a more personal feel because consumers choose when, where and
how to access and share content.
Characteristics that affect how much influence each source can have with consumers:
- Reach. Mass media reach large consumer audiences.
- Capacity for two-way communication. Personally delivered sources of influence are valuable because
they allow for a two-way flow of information.
- Credibility. Consumers tend to perceive information delivered through marketing sources as being less
credible, more biased, and manipulative.
Tussentoets 3
Chapter 11: social influences on consumer behavior
Influence can come from marketing and non-marketing sources and can be delivered via the mass media
or personally.
Marketing sources that deliver influence through mass media include advertising, sales promotions,
publicity, special events, and social media posts.
Marketing sources can also deliver information personally: salespeople, service representatives, and
customer service agents.
Non-marketing sources: influence delivered from outside an entity outside a marketing organization, for
example, friends family and the media. Via mass media: news, reviews etc.
Personally: our behavior can be affected by observing others behave or by word of mouth, information
about offerings communicated verbally by friends, family, neighbors, acquaintances and strangers.
Social media have a mass reach but a more personal feel because consumers choose when, where and
how to access and share content.
Characteristics that affect how much influence each source can have with consumers:
- Reach. Mass media reach large consumer audiences.
- Capacity for two-way communication. Personally delivered sources of influence are valuable because
they allow for a two-way flow of information.
- Credibility. Consumers tend to perceive information delivered through marketing sources as being less
credible, more biased, and manipulative.
