Week 15: Reference Groups and Consumer Lifestyles

Question 1

What is social identity theory?

Answer 1

• Each of us have several ‘selves’ that relate to groups
• We think of ourselves as not just ‘i’ but ‘we’
• We favour those that think we share the same identity

Question 2

What are reference groups?

Answer 2

• Those groups that individuals learn from and use to evaluate their own beliefs and values
• Can be positive or negative
• By conforming with or reacting against a group we can enhance our self image or feelings of belonging

Question 3

What are the two dimensions we describe references groups across?

Answer 3

• Membership

- Attractiveness

Question 4

What are the four types of reference groups?

Answer 4

• Contactual or associative
• Avoidance or dissociative
• Disclaimant
• Aspirational

Question 5

Describe the contactual or associative reference group

Answer 5

• Close groups we interact with regularly and where there is a degree of proximity
• It is positive to be associated with these groups
• Sense of belonging
• Family

Question 6

Describe the Disclaimant reference group

Answer 6

• A group we currently belong to or belonged to in the past that we no longer want to associate ourselves with

Question 7

Describe the Aspirational reference group

Answer 7

• Groups of people the consumer may identify with or admire and aspires to be like in some way
• Includes people was may admire for their style, glamour, lifestyle, skills or knowladge
• Would like to belong to this group

Question 8

Describe the Avoidance or dissociative reference group

Answer 8

• Groups we have negative feelings towards and whom we avoid being associated with

Question 9

What are the two classifications of reference groups?

Answer 9

• Formal

- Informal

Question 10

Describe Formal reference groups

Answer 10

• Organisations with a recognised structure

- May have a set of rules and conduct for members

Question 11

Describe Informal reference groups

Answer 11

• Groups of individuals or have some sort of commonly shared interest but no formal connection to each other
• Eg, friends, neighbours or gardening groups

Question 12

Name one other classification of reference groups

Answer 12

Virtual communities

Question 13

What are the three types of reference group influence?

Answer 13

• Informational
• Utilitarian
• Value-expressive

Question 14

What is an informational group influence?

Answer 14

Where a consumer uses the group to actively get information from opinion leaders and expert groups

Question 15

What is a utilitarian group influence?

Answer 15

When an individual is influenced in their choice of brand by the preferences of those they socialise with

Question 16

What is a value-expressive influence?

Answer 16

When someone buys a brand to enhance their image and because they admire characteristics of those who use the brand

Question 17

When are the effects of reference groups the most influential?

Answer 17

When used on products that are:

• Luxuries (not necessities)
• Social conspicuous/visible to others

Question 18

What is the definition of lifestyle?

Answer 18

Refer to a pattern of consumption reflecting a persons choices of how her or she spends time and money, but in many cases it also refers to the attitudes and values attached to these behavioural patterns

Question 19

Describe the main characteristics of ‘lifestyle’

Answer 19

• Influenced by self concept, reference groups and social class
• They are fluid and closely linked to our external surroundings

Question 20

How do products relate to lifestyles?

Answer 20

• Products are the building blocks of lifestyles

- Products, people and the setting combine to express a certain style of consumption