Interview a person from a very different background or life-cycle stage to you (e.g., married with children, retired). Ask them to list the reference groups that influence their consumer behaviour (prompt: family, friends, co-workers, clubs they belong to

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Interview a person from a very different background or life-cycle stage to you (e.g., married with children, retired). Ask them to list the reference groups that influence their consumer behaviour (prompt: family, friends, co-workers, clubs they belong to, experts they seek advice from). Ask them about how these people influence any aspect of consumer decision making. Try to elicit examples of different types of social power.

Interview: Culture/Country/background of Interviewee (write here)

Based on the interview, briefly list their reference groups and the types of decisions that they impact.

 

 

 

 

 

 

 

 

 

 

Based on the interview, identify examples of different types of social power excerpted by these groups. Make sure you understand the different types of social power and think about your own experiences before the interview. It is ok if you are not able to elicit examples of all of the different types of social power in the interview.

Referent power:

 

Information power:

 

Legitimate power:

 

Expert power:

 

Reward power:

 

Coercive power:

 

 

Discuss the differences you found between the interviewee’s reference group experience and your own.

 

 

 

 

 

 

 

 

 

 

 

 

 

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