BU432 Chapter Notes - Chapter 11: Reference Group, Deindividuation, Social Comparison Theory
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Reference groups: reference group: actual or imaginary individuals or groups with a significant relevance upon an individual"s evaluations, aspirations or behaviour, normative influence: this group sets and enforces fundamental standards of conduct, ex. Your parents: comparative influence: decisions about specific brands or activities are affected, types of reference groups, formal vs. Informal groups: formal: structured, regular meeting times more product/activity specific and are high in comparative influence. Negative reference groups: dissociative reference groups: consumer does not wanted to be associated with these people, ex. Nerds, druggies, etc: this is why some advertisements show an undesirable person using a competitor"s product, antibrand communities, united through a dislike, when reference groups are important, visibility. If an item is easily visible to others, reference groups will affect this: ex. Fancy soap for guests will choose a nicer brand: regular soap you won"t care what brand, luxury vs.
