Reference Groups

Question 1

Types of reference groups?

Answer 1

Primary- groups we see daily
Secondary - less frequent, less influence
Aspirational- groups we want to join
Dissociative- not like to be part of
Dis claimant- currently belong to, no longer wish to
Formal- clubs, societies
Informal- group of friends
Automatic- race, gender
Virtual- online

Question 2

Trickle down theory?

Answer 2

Lower class emulate behavior of higher class

Question 3

Reference group influence/ conformity?

Answer 3

Informational- actively look for guidance from group
Compliance- doing what is expected by others, privately disagreeing
Internationalisation- involves attitude and behavioral change
Utilitarian- brand preference influenced by preference of group
Value expressive- brand enhances image
Normative- wanting to fit in with group

Question 4

Definition of reference groups?

Answer 4

A person or groups of people that significantly influence an individual’s behavior