Question
In: Psychology
When faced with "Group Think" (Kerin 2017), what are some ways you can overcome this? Why...
When faced with "Group Think" (Kerin 2017), what are some ways you can overcome this? Why is this concept vital to look at in the marketing process? Can you share examples to help illustrate your reasoning?
Solutions
Expert Solution
Group think is a psychological concept where members of groups show conformity to group opinion even if they have different opinion than group.
Members of group tries to establish status quo so as to confirm to group.
It becomes important in marketing processes because marketing involves group decision making. Group think hampers the creativity in marketing that can cost hugely .
Moreover , any lacuna cannot come out if group think is in play as manifested in DOVE ad where racial issues were not filtered .
How to overcome ??
Leader of group have their own opinions but that should not be told to group outrightly rather opinion if all should be taken first then leaders opinion should be known.
Moreover, some anonymous member must be included who will play role of confronting the group opinion. This will create confidence in others too.
Group must be formed by people of diverse background and character and heirarchy must be kept as flat as possible.
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