Management and Organizational Studies 3321F/G Chapter 11: CHAPTER RECAP

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

Reference group: an actual or imaginary or group conceived of as having significant relevance upon an individual"s evaluations, aspirations or behaviour. The term reference group is often used more loosely to describe any external influence that provides social cues. May be a cultural person with influence on a large number of people. Could be a person who"s influence is limited to their small environment. Normative influence: reference group helps to set and enforce fundamental standards of conduct. Comparative influence: decisions about specific brands or activities are affected. Reference groups can take the form of large formal organization that has recognized structure, complete with a charter, regular meeting times and offices; or it can be small and informal such as a group of students. Brand communities: a set of consumers who share a set of social relationships based on usage or or interest. Meet only for brief periods at organized events called brandfests.