RCSC 340 Study Guide - Final Guide: Aarp, Fraternities And Sororities, Individualism

• School: University of Arizona
• Department: Retailing & Consumer Science
• Course: RCSC 340
• Professor: Rick Rosen

Document Summary

Reference group- group of individuals who have significant relevance for a consumer, and as a result, may have an impact on such consumer"s behavior. Affects the way consumers seek and receive value perception. Group members share common goals and interests. Members communicate with and influence one another. Members share a set of expectations, rules, and roles. Members view themselves as a member of a common social unit. Includes member who have frequent, direct contact with one another. Tend to have the most influence on their members. Group to which consumer belongs whose contact is less frequent than that found in a primary group. Professional organizations and social clubs, and brand community: group of consumers who develop relationships based on shared interests or product usage. Where the consumer formally becomes a member. Generally, there is a set of stated rules, accepted values, and codes of conduct that members are expected to adhere to.