Management and Organizational Studies 3321F/G Chapter Notes - Chapter 11: Social Proof, Reference Group, Social Comparison Theory

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Tara Lee

Document Summary

Reference group: an actual or imaginary individual or group conceived of as having significant relevance upon an individual"s evaluations, aspirations, or behavior. Influence consumers in three ways: informational, utilitarian, value-expressive. Chapter focuses on how other people effect our purchase decisions considers how our preferences are shaped by our group members, our desire to please or be accepted by others or the actions of famous people never met. Reference group is used to describe any external influence that provides social cues. Sometimes influence by people simply because we are similar drive the same car, wear the same clothes, or have the same name feel attracted to them. Name-letter effect other things being equal, we like others who share our names or even initials better than those who don"t. Some groups and individuals exert a greater influence than others and for a broader range of consumption decisions. Normative influence: the reference group helps to set and enforce fundamental standards of conduct.