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Social Influence, Reference Group
Social Influence, Reference Group
Reference groups
Consumer Behaviour
PGPLSM/PGP 25
Reference Group
• RG are the sources of comparison, influence and norms for people’s
opinions, values and behaviours.
• Comparative
• Occurs when people compare themselves to others whom they respect and
admire, adopt and imitate their behaviour.
Consumption related reference group
Friends
Shoppers
Virtual Communities
Advocacy groups
Factors affecting reference group influence on purchase decisions
Conformity
• Market leaders – enhance consumer conformity
• Marketers of new brands – convince uniqueness of consumers
• A reference group must be able to influence its members by: