Peer influence definition
Peer influence is the impact that the actions of people around us have on our activities. Peers’ influence on our behavior reaches its height at fourteen, but it affects us for the rest of our lives.
In marketing, purchasing is the action that marketers attempt to influence and product usage. As a result of peer influence in marketing, our propensity to buy and use a product is influenced by other people’s behavior.
Why is peer influence important?
Peer influence typically drives us to mimic, comply, and try to impress people around us, which impacts the brands we choose, wear, and utilize.
When our friends remark that they enjoy it, we’re all inclined to do more of it. Peer endorsement is when people’s behavior is more likely to happen after their peers approve of it.
When one of our friends applauds one of our actions (s), we get a pleasurable dopamine surge in our brains. But, with likes, follows, shares, retweets, and other forms of social media endorsements now available, it has been taken to the next level.
Peer approval has a way of encouraging strange behavior; the phrase “do it for the ‘gram” is famous in our society. A lady climbed up a crane in Toronto and required the police and fireman to help her down. Why? She claimed she wanted to gain popularity on Instagram.
If someone discusses a brand, they like and trust it on social media. As a result, their post receives a lot of likes. As a result, they are more inclined to continue buying and using the product.
I am more inclined to wear Adidas in pictures if I’m wearing my black-stripe Adidas shirt, and it gets a lot of likes or someone remarks on how nice it looks.
The closest to us influence us the most.
Someone in our peer group has greater power over us than someone from outside it. Therefore, we will frequently alter our conduct to match what is acceptable among our chosen peer group to remain in good graces with them.
The positive attitude we have for our coworkers and a feeling that they have our best interests at heart will affect how we act.
When a friend, coworker, or fellow community member endorses a product, it significantly influences our perception of the brand and the development than does a stranger or even an actor.
The Net Promoter Score (NPS) is the most popular measure of brand depth. To calculate NPS, ask customers to choose from one to ten on a scale:
How likely are you to suggest our firm, product, or service to a friend or colleague?
The wording of that question encourages honesty because of the principles of peer influence we discussed in the previous section: only suggest businesses, products, or services for our peer group that doesn’t jeopardize our reputation.
So, for example, we might be willing to offer a terrible product to a stranger, but not to a buddy since we want to keep their friendship.
If you want to learn more about the social influence we tackled it in a separate article.
We engage in new or unusual activities to get closer to social groups we wish to participate in, such as “the cool kids.” Because the impact is most apparent in our teens, it’s typically a teenager thing. Still, we modify our conduct to get closer to companies we want to work for, individuals who live a lifestyle we want to participate in, and communities we want to join.
We can modify the brands we pick based on how “in” they are with a social group we aspire to. So, for example, if we join a hot yoga gym and want to be accepted and make friends, we may purchase the clothing they’re wearing.
Lifestyle brands can appeal to people’s desire to belong to a group. One of the reasons lifestyle brands are so successful is that marketing clarifies what a person must carry out actions to fit in with the group. Models, text, and advertising all convey this concept.
The majority of people think that there are attractive individuals in advertising since “sex sells.” Sex doesn’t sell. What sells is the perception that beautiful people are usually a part of groups we wish to join. We think, subconsciously, “I’d want to be a member of a group that includes him or her.”
The feeling of relatedness is one of the basic human needs. Learn more in our dedicated article.
The peer influence article introduced peer impact, peer pressure, or peer approval. First, the article mentions peer influence, when people want to belong to a group and make friends. The influence of someone in our peer group has greater power over us than someone from outside it. This article also mentioned how people are more likely to go towards popular brands in their peer group to feel accepted. They are more inclined to wear clothes that are popular with their peers.
They will typically change their behavior because they don’t want to let their peers down, and they will use peer strategies to attract the other members in their peer group. The article also mentioned how people would be more inclined to do something if they know peer pressure or peer comparison.
Research has shown that having someone else approve of your choice makes it easier to stick with our decision. Lastly, peer influence can refer to peer power which is the power to influence people’s thoughts or behavior by their age, social status, or the number of people present.
You should also see this blog post about What is Scarcity in Marketing.