MKTG 35035 Lecture Notes - Lecture 8: Reference Group, Social Influence, Peer Pressure

• School: Kent State University
• Department: Marketing
• Course: MKTG 35035
• Professor: Theresa Melotti

Document Summary

You see yourself as a part of the group, and they see you as a part of the group (or they would) Groups to which you wish to belong. We often purchase and consume products and brands that we think will encourage others to see us as part of our aspirational reference groups: avoidance groups or negative reference groups. Groups we do not want to be seen as belonging to: reference groups, information influence. Reference group members can provide you with information to help you make a better decision. They can tell you what brands they use and how happy they are with those brands. They can tell you what brands are approved by their. This information can come from experts or from fellow group. consumers whose opinions you value: reference groups, utilitarian influence. Reference group members can reward you for consuming.