Sometimes, when the consumer does not know how to behave, they copyother people who act as a source of information for them. When consumersare not sure of their own ability to know what to do, they will look to othersto tell them. This is the Informational influence. However, when peopleaspire to be like some groups or individuals to help them enhance theirself-identity/concept, it’s called Utilitarian influence. It is the complianceof the consumer with perceived expectations of others. Whereas ways in which aconsumer incorporates a group’s values and joins groups in order to express hisor her own closely held values and beliefs is called value expressiveinfluence.
The practical application of informational influence can be seen in theuse of “expert power” or their use in advertising. The views of Social mediainfluencers and bloggers in the Auto world can largely impact consumersattitude towards car sharing memberships. Also, recommendations from referencegroups will help consumers to accept car sharing with a degree of confidence.
“A McKinsey study found that word-of-mouth influence doubles the saleswith paid advertising and boosts the customer retention rate by 37%” (Sassine,R. 2017). So, informational influence can shift consumers attitude towards carsharing acceptance. Some people strive to make themselves associated with certain groups inorder to remain acceptable or to gain a position in society. By showcasing thatconsumer can gain a position of virtue by using this product/service inmarketing communications, car-sharing memberships can be targeted for consumerswho have some Utilitarian influence. For this, car sharing has to be acceptedin the society as a brand and not just a Utility or service. Utilitarianinfluence will help shift a consumer’s thinking about car ownership from statussymbol to a means of access.By knowing target consumers attitudes, car sharing marketers can betteranticipate their values, lifestyles or outlook and can reflect thesecharacteristics in their advertising and direct marketing efforts.
Consumerstrying to follow a certain lifestyle that focuses cars as a means of utilityrather than just a status symbol will influence other consumers to follow thesame. This is how value expressive influence can impact on consumers attitudetowards car sharing membership since value-expressive attitudes demonstrate anindividual’s self-image to others.