Opening Vignette: "Reebok's Pyramid of Influence"

1. When Do Reference Groups Exert Influence?
   1. Attitude Toward the Group
   2. Nature of the Group
   3. Nature of the Product
2. Types of Reference Groups
   1. Membership Groups
      1. Primary Informal Groups
      2. Primary Formal Groups
      3. Secondary Informal Groups
      4. Secondary Formal Groups
   2. Aspiration Groups
3. The Nature of Reference Groups
   1. Norms
   2. Values
   3. Roles
   4. Status
   5. Socialization
   6. Power
      1. Expert Power
      2. Referent Power
      3. Reward Power
4. The Nature of Web Communities
   1. Types of Communities on the Web
5. Characteristics of Web Communities
   1. Norms
   2. Values
   3. Roles
   4. Status
   5. Socialization
   6. Power
6. Reference Group Influences on Consumers
   1. Informational Influence
      1. Nature of Informational Influence
      2. Information Influence on the Web
   2. Comparative Influence
      1. Nature of Comparative Influence
      2. Comparative Influence on the Web
   3. Normative Influence
      1. Conformity in Consumer Behavior
      2. Nature of Normative Influence
      3. Conditions for Conformity
      4. Conformity on the Web
7. Social Multiplier Effect
   1. Rejection of Conformity
   2. Information, Comparison, or Conformity
      1. Types of Influence by Product
      2. Influence by Product Category Versus Brand
      3. What is the Most Important Component of Group Influence?
      4. Group Influence Versus Product Evaluation
   3. Strategic Applications of Reference Group Influences
      1. Portraying Informational Influence
      2. Portraying Comparative Influence
      3. Portraying Normative Influence
   4. Societal Implications of Reference Group Influences
      1. Discouraging Conformity
      2. Marketers' Portrayal of Peer Group Influence