MKTG 35035 Chapter Notes - Chapter 8: Reference Group, Consumer Behaviour, Conspicuous Consumption
19 Feb 2020
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Group and interpersonal influence: in the last unit, we talked about individual differences in consumer decision making. In chapter 9, we"re going to go to the largest extreme and behavior. Your textbook separates these into primary and secondary reference groups. But you can also have aspirational reference groups: groups that you don"t technically belong to now, but that you would like to belong to. So for example, all of you are members of the reference group kent state university students, but you might aspire to be members of a reference group like business professionals. So these are groups that you would like to belong to or be accepted into at some point in the future. You can also have an avoidance group, a negative reference group, or a dissociative reference group. These are the groups that we"re trying to avoid being seen as a member of, the ones we want to be seen as not belonging to.
