CASE 2-3 CAMRY goes interactive to attract black women
Q1) There are three types of reference group influence – informational, normative, and identification. Assuming Bianca is a representative for the group consisting of successful, urban, professional African-American women, which type(s) of group influence do you see operating in this campaign?
Informational influence is a potential since a member of the target group is implicitly saying, “You are like me and I like this car, so you will too”.
Normative influence is not really being utilized in this campaign. There is no threat of punishment or promise of a reward by the group for compliance (buying the Camry).
Identification …show more content…
Based on this, it should be clear that the Rewards Club is really a program that could encourage repeat purchases but not loyalty.
Q2) Beyond earning $$ for purchases, can you think of other aspects that could be added to their program that would enhance loyalty?
Some experts distinguish between “hard” benefits such as points and money and “soft” benefits such as special service treatment and so on. Students should be encouraged to think along the “soft” benefits dimension. Better, more, personalized customization, personalized shopping assistants (which they now have implemented), and so on.
CASE 6-1 children’s online privacy