Interpersonal Influence in Consumer Behavior and How Consumers Can Protect Marine Life

Marketing Assignment 4
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Marketing Assignment 4
Interpersonal influence is among the three primary social influences that stem from groups forcing or encouraging conformity while hindering or penalizing non-compliance. Consequently, individuals conform to the group or majority's norms, and interpersonal influence takes two forms; informational and normative influences. Social media has a significant impact on consumer behavior and subsequent decision-making process (Stephen, 2017). In the above scenario, Tom and Alex are susceptible to informational influence because RateMyProfessors.com is a new website that contains necessary details about college professors. Since Alex and Tom belong to the millennial micro-culture, their tech-savviness, and social media presence foster informational interpersonal influence, other students' overall ratings and reviews will actively influence their decisions because Tom and Alex will utilize the information to select their preferred instructors for the fall semester.
Personally, interpersonal influence plays a pivotal role in the decision-making process. Being a Millennial like Tom and Alex, I heavily rely on the internet to purchase items from various online platforms like Amazon since they provide reviews and ratings (Stephen, 2017). I cannot order products with negative thoughts and low ratings because they demonstrate substandard quality or harmfulness. Besides, customers cannot give bad reviews if a product is quality and safe for use, and therefore, making decisions based on that information does not signify prejudice. Although RateMyProfessors.com is an effective rating tool, the hotness variable is unnecessary because a professor's attractiveness does not necessarily equate to quality. Besides, that rating is biased because judging professors based on their physical attractiveness is not an effective ...