Influence of Reference Groups in Consumer Behavior Quiz

The Power of Reference Groups in Consumer Behavior

• Reference groups can be large and formal or small and informal, with marketers having more success influencing small, informal groups.
• The impact of reference groups can vary based on whether the product is used publicly or privately, and whether it is a luxury or necessity.
• Normative influence occurs when a reference group helps set and enforce fundamental standards of conduct, while comparative influence involves individuals comparing themselves to others in order to fit in.
• Informational influence involves seeking information about brands from professional, independent groups or experts.
• Value-expressive influence occurs when individuals feel that a brand will enhance the image others have of them, leading them to expect respect for their choice.
• Utilitarian influence stems from a consumer's own preference and the preferences of their social circle and family, as they try to satisfy others' expectations.
• Aspirational reference groups are composed of idealized figures, such as successful people, athletes, and performers, and can be a two-edged sword for companies, as celebrity endorsements can be volatile.
• A person's sense of identity can be affected by how they represent themselves on social media and how others respond to them, with social media providing a wealth of information about consumers.
• Reference groups wield social power over individuals, with types of social power including referent, information, legitimate, expert, reward, and coercive power.
• Referent power can influence individuals to imitate admired people, such as prominent musical artists or celebrities like the Kardashians.
• Information power stems from a person's possession of valuable information or knowledge, with sources of information expanding to include social media and satirical shows.
• Legitimate power is granted by social arrangement and can influence individuals to follow requests made by those perceived as having this power.

Discover the influence of reference groups in consumer behavior with this quiz. Explore the impact of normative and comparative influence, informational and value-expressive influence, and the power of social media. Delve into the role of aspirational reference groups and types of social power, from referent to legitimate power.