ADM 3321 Study Guide - Final Guide: Social Comparison Theory, Reference Group, Group Polarization

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Radhakrishnan Swaminathan

Document Summary

Reference groups: reference group: an actual or imaginary individual or group conceived of as having significant relevance upon an. Informational: the individual seeks information about various brands from an association of professionals or an independent group of experts individual"s evaluations, aspirations, or behaviour. Utilitarian: the individual"s decision to purchase a particular brand is influenced by the preferences of fellow is confined to the consumer"s immediate environment. work associates, in hopes that he or she satisfies their expectations. Value-expressive: the individual feels that the purchase or use of the a particular brand will enhance the image others have of him or her. Some groups and individuals exert a greater influence than others and for a broader range of consumption decisions. Formal versus informal groups; reference groups can take two different forms. Large, formal organization that has a recognized structure, complete with a charter, regular meeting times, and officers.