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Sukhpreet Kaur, Lovely Professional University Unit 9: Reference Group Influences

Unit 9: Reference Group Influences Notes

CONTENTS
Objectives

Introduction
9.1 Consumer related Reference Groups

9.2 Aspiration Groups
9.3 Celebrity and Reference Group Appeals

9.3.1 Informational Influence
9.3.2 Normative Influence

9.3.3 Comparative Influence
9.4 Summary

9.5 Keywords
9.6 Self Assessment

9.7 Review Questions
9.8 Further Readings

Objectives

After studying this unit, you will be able to:
Identify selected consumer related reference groups
Realise celebrity and reference group appeals

Introduction

We all are part of some group or the other. Almost all consumer behaviour takes place within a
group setting. Groups serve as one of the primary agents of consumer socialisation and can be
influential enough to induce not only socially acceptable consumer behaviours but also socially
unacceptable and even personally destructive behaviours.

Example: Group influences sometimes, affect excessive consumption of alcohol, use of
harmful and addictive drugs and stealing etc.

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