Chapter 11

Question 1

Primary Reference Groups

Answer 1

• In person
• Same values, standards and behaviour
• Family, Friends, Peers
• Small groups with strong informal
  relationships

Question 2

Secondary reference group

Answer 2

1. Aspirational
   Consumers want to be part of but aren’t yet
   Aspire towards
2. Associative
   Consumers need a contract or some formal membership
   Positive association
3. Dissociative
   Individuals do not want to be part of this group
   Values or opinions prevent them from being part of this group
   Negative association

Question 3

Various Types of WOM

Answer 3

Need Recognition
* Information expressed by others could evoke a need for a positive experience with a consumer
Information Search
* When complex decisions must be made
Evaluation of Alternatives
* Looking at different options when making a complex decisions
Purchase
* Positive WOM can lead to shortened decision-making process
Post Purchase Evaluation
* Comparing experience with others