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What is a Reference Group?
Reference Group:
Is a Group whose presumed perspective or values are
being used by an individual as the basis for his current
behavior.
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Factors that affect Reference Group influence
REFERENCE GROUPS
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Types of Reference Groups
Normative Reference Group:
Reference group that generate values or behavior of a person.
Those groups are with whom the person gets into contact directly
very often.
Permanent.
Example : College students
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Types of Reference Groups
Comparative Reference Group:
Reference group that serve as benchmarks for specific narrowly
defined attitudes or behavior.
Temporary.
Example : Friends Family
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Types of Reference Groups
Membership No Membership
Positive Influence
Negative Influence
Contactual RG
Disclaimant RG
Aspirational RG
Avoidance RG
Membership to the Reference Group is Dynamic and Changes with Time andExternal Influences
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Types of Reference Groups
IN TERMS OF MEMBERSHIP
Contactual / Membership Reference Group:
Individual holds membership of this group
Regular face-to-face contact with the members of the group
Approves of the values, attitudes and standards
Aspirational Reference Group:
Individual does not hold membership
No face-to-face contact with the members of the group
Provide positive influence on attitudes, values and behaviors
Membe rship
NoMembersh ip
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Types of Reference Groups
IN TERMS OF MEMBERSHIPDisclaimant Reference Group:
Individual holds membership of this group
Regular face-to-face contact with the members of the group
Does not approves of the values, attitudes and standards
Avoidance / Dissociative Reference Group
Individual does not hold membershipNo face-to-face contact with the members of the group
Individual avoids / has opposite attitudes and values
Membe rship
NoMembersh ip
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Factors affecting Reference Group Influence
1.Information and Experience High for consumers less likely to be
influenced by reference groups
1.Credibility , Attractiveness and Power of the
Reference Group
2.Conspicuousness of the Product Verbally conspicuous product easily
explained to others higher influence by the
reference group
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Factors affecting Reference Group Influence
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Other Reference Group Influences
Informational Influence
Occurs when an Individual uses the behaviors and opinions of the
reference group members as potentially useful information
Influence is based on similarity to group members / expertise of the
influencing member E.g.: Purchasing a NOKIA cell phone because my friends have one
Identification Influence
Occurs when the individual has internalized the groups values and norms
E.g.: Purchase of health foods because I belong to a fitness group
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Reference Group Influences
Public Luxuries
Golf ClubsSnow Skis
Private Luxuries
TV Video GamesIce Makers
Public NecessitiesWrist WatchDress Clothes
Private NecessitiesMattressesFloor Lamps
Strong Weak
Strong
Weak
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Celebrity Appeal
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Applications of reference group influences
1. Use of Celebrities for Product endorsements
2. Use of Experts for Product endorsements
3. Use of Spokespersons for Product endorsements