BUS 347 Chapter Notes - Chapter 11: Harley Owners Group, Febreze, Reference Group

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 347
• Professor: Unknown

Document Summary

Reference group: a group conceived as having significant relevance upon an individual"s evaluations. Reference groups influence consumer"s evaluations, aspirations, and behaviour. Utilitarian: influences by the preferences of others. Value-expressive: individual feels the purchase will enhance the image others have of them. Myth of personal invincibility: that you think you are not influenced by other. Why is this bad: because if you don"t know. A reference group can be broadly defined as any external influence that provides social cues. Normative influence: group helps set and enforce fundamental standards. What is acceptable usually set by your parents based off norms. Comparative influence: decisions about specific brands or activities are affected. What you do is based on what others might do. If your mom uses febreeze you might use it too. Not because you prefer it over others but because your parents use it a lot. There is a bond over parent and child that might influence brand choices.