1. communications, car-sharing memberships can be targeted for

1.      Sometimes, when the consumer does not know how to behave, they copy
other people who act as a source of information for them. When consumers
are not sure of their own ability to know what to do, they will look to others
to tell them. This is the Informational influence.  However, when people
aspire to be like some groups or individuals to help them enhance their
self-identity/concept, it’s called Utilitarian influence. It is the compliance
of the consumer with perceived expectations of others. Whereas ways in which a
consumer incorporates a group’s values and joins groups in order to express his
or her own closely held values and beliefs is called value expressive
influence. 

The practical application of informational influence can be seen in the
use of “expert power” or their use in advertising. The views of Social media
influencers and bloggers in the Auto world can largely impact consumers
attitude towards car sharing memberships. Also, recommendations from reference
groups will help consumers to accept car sharing with a degree of confidence.
“A McKinsey study found that word-of-mouth influence doubles the sales
with paid advertising and boosts the customer retention rate by 37%” (Sassine,
R. 2017). So, informational influence can shift consumers attitude towards car
sharing acceptance.  

Some people strive to make themselves associated with certain groups in
order to remain acceptable or to gain a position in society. By showcasing that
consumer can gain a position of virtue by using this product/service in
marketing communications, car-sharing memberships can be targeted for consumers
who have some Utilitarian influence. For this, car sharing has to be accepted
in the society as a brand and not just a Utility or service. Utilitarian
influence will help shift a consumer’s thinking about car ownership from status
symbol to a means of access.

By knowing target consumers attitudes, car sharing marketers can better
anticipate their values, lifestyles or outlook and can reflect these
characteristics in their advertising and direct marketing efforts. Consumers
trying to follow a certain lifestyle that focuses cars as a means of utility
rather than just a status symbol will influence other consumers to follow the
same. This is how value expressive influence can impact on consumers attitude
towards car sharing membership since value-expressive attitudes demonstrate an
individual’s self-image to others.