ADM 3321 Chapter Notes - Chapter 11: Weight Watchers, Reference Group, Sociometry
23 Feb 2016
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Our desire to fit in or to identify with desirable individuals or groups is the primary motivation for many of our purchases and activities. A reference group is an actual or imaginary individual or group conceived of as having significant relevance upon an individual"s evaluations, aspirations, or behaviour. o! The term reference group is often used a bit more loosely to describe any external influences 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. o! E. g. parents, toronto raptors, bands such as arcade fire. Some people influence us simply because we feel similar to them. One reason we feel a bond with fellow brand users is that we feel attracted to people similar to ourselves. Some groups and individuals exert a greater influence than others and for a broader range of consumption decisions.
