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To market Suave shampoo, Unilever used PRIZM to identify neighborhoods with high concentrations of young working women. These women responded best to advertisements conveying the message that Suave is inexpensive, yet will make their hair "look like they spend a fortune on it." What segmentation tool did Unilever use in this example?
Informational Social Influence
The influence of others that leads to conformity because of a desire to be correct and understand the correct behavior or opinion.
Normative Social Influence
Involves the impact of social norms and the desire to be accepted by others on an individual's behavior.
Group Polarization
The phenomenon where the attitude of a group becomes more extreme than the initial inclination of its members after discussing a topic.
Obedience
The act of following orders or directives from authority figures, sometimes regardless of personal conscience.
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