ADM 3321 Chapter Notes - Chapter 11: Normative Social Influence, Reference Group, Social Proof

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Michael Mulvey

Document Summary

Humans are social animals - we all belong to groups, try to please others, and take cues about how to behave by observing the actions of those around us. Reference group: an actual or imaginary individual or group conceived of as having significant relevance upon an individual"s evaluations, aspirations, or behaviour. Reference groups influence consumers in three ways. People buy products to associate with particular groups and even to bond with fellow consumers. Reference group is often used a bit more loosely to describe any external influence that provides social cues. The referent may be a cultural figure and have an impact on many people, or it may be a person or group whose influence is confined to the consumer"s immediate environment. Reference groups that affect consumption can include parents, fellow motorcycle enthusiasts, the liberal party, the toronto raptors, or fellow fans of a musical artist such as drake.