BU432 Chapter Notes - Chapter 11: Reference Group, Disposable And Discretionary Income, Deindividuation
Document Summary
Chapter 11 group influence and social mediaference groups. Propinquity (physical nearness): as physical distance between people decreases and opportunities for interaction increase, relationships are more likely to form. Mere exposure: we come to like people or things simply as a result of seeing them more often, which is known as the mere exposure effect. Group cohesiveness: the degree to which members of a group are attracted to each other and value their group membership is called cohesiveness. Positive versus negative reference groups: reference groups may exert either a positive or a negative influence on consumption behaviours. In most cases, consumers model their behaviour to be consistent with what they think the group expects of them. In some cases, though, a consumer may try to distance him- or herself from other people or groups that function as dissociative reference groups groups or group members the consumer wants to avoid association with.
