CB6

High schools have all types of reference groups, with members representing all types of social power. Think back and try to identify people who had the following types of power.

Referent power, Information power, Legitimate power, Expert power, Reward power

Coercive power

Humans are social beings as such we belong to groups, try to please others, and look to others’ behavior for clues about what we should do in public settings.

The groups we look to for guidance – our reference groups – may be actual or imaginary. They influence us in three ways.

The information influence means that others provide information on consumer choices.

The utilitarian influence means that our choices are influenced by important others.

The value-expressive influence means that the individual uses the consumer choice to express values consistent (or not) with the group.

Reward Power : The perception that you will be rewarded by a group or other environmental influence for certain behavior. The more valuable the reward the greater the power. Rewards can include intangible things such as praise or honors as well as money, goods and services.
Advertisers frequently use reward power to influence consumers by implying love , happiness, popularity, and success will be yours for using their product. Rewards are used in direct selling of products by companies such as Amway, Magic Chef and Tupperware. Their sales people hold sales rallies and receive large rewards, swimming pools and motor homes, for promoting their products.
In high schools, generally teachers have reward power. They can use the reward power to get things done from the students. Students do complete their assignments on time to get good grades.
Coercive Power : This power influences behavior with fear or the withholding of rewards. This is seldom physical punishment, but subtle psychological detriment or loss of reward.
Coercion is intended to frighten or scare the consumer by showing the unfortunate results that can occur if the item is not purchased, such as being shunned for bad breath or dandruff. However, if it is demonstrated that buying the product will make the problem go away, it is reward power. Coercion is unpleasant. People don't like viewing disagreeable things and will turn-off. Coercive ads that do not alienate the consumer are difficult to design, but good ones are very successful. Remember the egg frying in a pan and the caption, "Your Brain On Drugs" .
Again, teachers mostly have coercive power. They can make things done from students if not by reward then by using coercive power. They usually give punishments which is not physical but psychological like giving NQs to students.

Information power exists when someone knows something others would like to know. This is a short-term power that doesn't necessarily influence or build credibility.

In high schools, students sometimes are need of the information about college programs or related activities. At those times information power is generally held by the administration, teachers, club members who have information in that area.

Legitimate Power : Group members' perception that the group has the legitimate right to influence them. Expressions such as "should", "ought to", "must", give legitimacy to expected behavior from a group such as family/parents, teachers, or religious organizations.
Advertisers appeal to the consumers moral values such as ads by charities, non-profit organizations, alumni associations, Salvation Army and Save the Children. Advertisers also use the organizations that represent authority and knowledge to validate products such as AMA for medicines, AAA for car service, or ADA for diets.
Mostly the administration of high schools and some of the teachers have legitimate power. They have authority over any situation happening inside the school. They have certain set of rules for the students to make them behave on moral grounds.
Expert Power : People accept the influence of individuals who are known experts recognized for their expertise. Teachers are subject experts and their students accept their instruction.
Salespeople frequently demonstrate their knowledge of the products they sell to customers. The power is strongest if the expert is not paid to promote the product, but is unbiased. Fictious experts are effective in spite of being supported by the producer, such as Mr. Clean, Betty Crocker, etc. This is related to Ads that provide evidence of tests and lists of ingredients, and performance data which use "information" as expert power.
In this case also as subject teachers are expert in their respective subjects, they have expert power.
Referent Power : An individual's identification with a group grows as s/he associates more with that group. The stronger the relationship the greater the influence of the group and certain members of the group on the individual. If the individual maintains the identification with the group, the greater its referent power.
Advertisements show ordinary people, like you and me, using the same product brand as popular role models or heroes. Movie and sports stars are frequently used for their referent power. Status symbols are often recommended by celebrities.
Referent power is held by teachers and senior students in high schools. Mostly students tries to copy their friends, seniors so that he/she can also be associated with that group.