COMMERCE 3MB3 Chapter Notes - Chapter 11: Reference Group, Jargon, Subset
23 Nov 2017
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Consumption subcultures: a distinct sub-group of society that self-selects on the basis of a shared commitment to a particular product class, brand or consumption activity. Language, sayings, expressions: participation rituals, celebrations, products, models, logos, colours, clothing, symbols, characters, etc, these might not be understood by the people outside the subculture. Types of reference group influence: three basic types: Important: a reference group can have more than one type of power and exert more than one type of influence. Even though you like tim"s coffee, you don"t go there because they would treat you differently if you did. Identification influence: reward and coercive power: who can make me do things i may not usually do so that i will gain approval or avoid punishment, normative influence. Reference group influence and opinion leaders: you also could be describing the influence of a person who is an opinion leader rather than a whole group.
