COMMERCE 3MB3 Chapter Notes - Chapter 11: Reference Group, Jargon, Subset
17 Oct 2017
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A distinct sub-group of society that self-selects on the basis of a shared commitment to a particular product class, bran d or consumption activity. They have three distinct sets of characteristics. Three basic types: information, identification (or comparative, normative. Important: a reference group can have more than one type of power and exert more than one type of influence. People in the reference group act as a basic source of information; provide actual facts as well as more subtle cues about reality: eg. New students asking where nearest tim horton"s is. When you have internalized the group"s belief structure and respond in an almost. That"s just how its done in your group. Behaving similar to the group take-for-granted way: eg. Meeting with the same group of friends at the same coffee shop every week, or only wearing one brand because you couldn"t imagine wearing any other.
