Алешина И.В. Поведение потребителей

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 5. 

5.1. 

 — 

   . 

      

, .  .  (group) —    

,   ,  

,      

    

.     ,

       —

, .

    



. 

—  — .

  ,     ,  

, .





.      



 (. 5.1).

     

 (. 5.2).   

    

:

—  (membership);

—  (tipe of contact);

— ,  (attraction).















-3014

. 5.1. 



162  5. 









)













)

—

)





)







)

—

)





)





)

)





)

)

. 5.2.  [Hawkins et ai, 1995, p. 146].

  :  

  ,  .    

    ,  

      

,    ),  

.

    

  . 

  (,  

   ) ,  ,

   . 

      (primary)

   (secondary) .  

— ,    

.  —   

. , 

 — .

,  ,  — 

     

.     

.    

      ,   

.

 : PRESSI ( HERSON )

5.2.  163

,     , 

  , 

    . 

, ,  

,   . 

    

.

5.2. 

  (reference group) — , 

    

. 

     



.  —  , 

     

   .  

  ()  ,

    

.

Solomon Asch (Engel et ai, 1995, p. 716)  1951 .

,   .

 ,    

  ,  

.     

, , — , 

    . 

      ,

   

 .    ,



 .  

, .



 .

  ,    

    «

». ,  «

».     —

  .    -

      .

 —     

.

    

  »,   , 

-

142

164  5. 

     .

   ,

, .



  (aspiration groups) —  , 

    .

 , ,

.    ,  

   .   

       

.

, ,

     . ,

,    

   Procter&Gamble 

,       

 . ,  

 ,    , -

       

.

  (dissociative groups) — ,

     .

, , 

   . , 

    ,

, , .



   ,

  ;   

   .  —  

 ,  ,

  .   —  ,

, .

      

     

   .   

 ,  

.

     

    

. , 

    .  

   ,  

. 

 : PRESSI ( HERSON )

5.3.  165

  , «  »

,     , 

.

5.3. 

    

     .

    :

 ,  ,

, .



   (informational influence) 

     ,

. , 

 wvAv.4p.ru  

      

. -

    ,

 , ,  

.  ,      

 (, , ),

   (  

)      . 

      

 ( , ,

, )   

.

,   

  ,

.

    ,

     

 .    

  , ,  

. , «

» (principle of social proof)  

 .  

.



  (normative influence) 

     

    

 .

166  5. 

, ,    

, 

 ( , , 

),    . ,

      ,

.

 —     .



  ,   .  

  .   

   

.

     

   : 1)  

, 2)  — 

  , 3)    

.

, , -

    .  

    

 George Romans [Engel et ai, 1995, p. 719]. 



   .   

, 

   .   , 

  .    — , ,

, .

, . ,   (NP,

normative pressure)   

, . 

; awards perception)  ; costs perception):

NP ~  ~ .

   , , 

 ,    

     . 

, 

     . 

 ,    

  (  )  

 .    

— 

 : PRESSI ( HERSON )

5.3.  167



.

-

. 



:

• ;

• 

;

• 



. 

,

 «» .

    

, 

    .  

 ,     

,   ,  —

.

  ,   

    ,  

     .

 —     , 

. 

,      

, .

 —    ,

.

        

. , 

  

, , , ,

.   ,   

,     — 

, .

    , 

 — 

, . . 

 .      

. 

      

.

168  5. 

     (, ,

),    .   

       

. , , 

   .    ,  

       

.

     ,

     

 .   

 ,  . -

      

  ,  

 .   



    . 

   ,  

».

, , 

  (identification influence)

   (value-

expressive).

 ,   

     

.

    

 .  

       

,   .   —

    .  

   ,     

 .  

     

 (, ), 

. 

      ,  

  ,  

.

  , 

   

    —  , 

 ,  )    

  «  ()    

 (, , , )». 

   —-   , ,

,

,

 — .

 : PRESSI ( HERSON )

5.3.  169

, 



 . 5.3  

    [Hawkins et al., 1995, p.

151].      

      

.

-

 — , -

. , 

.

-

: ,

, .   (-

)     

,     ,

— , , , ,  . ,

      

     (, ,

, ).     

 , ,  Pepsi-Cola 

      .

      

     — 

 — CompUSA, .   

, -





























. 5.3. 



170  5. 

        

.      (  

)       ,

, 

.

      

  . ,   

 Asch, 

  .      

 (    )  

.  «»

,    ,   ,

.

      

 ,     

 .  , ,  -

    ,    — -

 —  «» .

    , , -

 , ,  ,  ,

     

 .   

      — 

,  ,  ,  

.



    ,    ,

  .     

.  (role) —  , 

         

.      ,

.

,  , 

. 

 (, ) .

     ,

, , , , -

 : PRESSI ( HERSON )