Reference groups

A reference group is the group whose

perspective an individual takes on in forming
values, beliefs, attitudes, opinions, and overt
behaviors.
One considers this group as a point of reference
when evaluating how they view their own
existence in the world.
Reference groups can be very small (just a few
close friends) or fairly large (a sports team fan
club or even a political party).
 Reference groups influence consumer behavior in
two ways.
First, they set levels of aspiration, offering cues of
what lifestyle and related purchasing patterns we
should strive to achieve.
Second, they help define the actual
items/services considered acceptable for
displaying those aspirationsthe kind of housing,
clothing, or car, for example, deemed appropriate
for a member of the group
Group Influences
 Reference Group Influences on
the Consumption Process
Conformity:
makes groups influential
is the tendency to want to be like relevant and
significant others
generally makes life more pleasant

Norms:
are general expectations about behaviours that are
deemed appropriate for all persons in a social context,
regardless of the position they hold
are often communicated non-verbally
 The Nature of Reference-Group
Influence
Conformity is not a uni-dimensional concept
Information influence
behaviours and opinions of reference groups are used
as potentially useful pieces of information
Normative influence (utilitarian influence)
when an individual fulfils group expectations to gain a
direct reward or avoid a punishment
Identification influence (value-expressive
influence)
when an individual uses perceived-group norms and
values as a guide for their own attitudes or values
Consumption Situations and
Reference-Group Influence
 Reference Group Types
Reference groups are of two types: primary and
secondary.
A primary reference group is one with which the
members have frequent face-to-face contact and are
close knit.
Families, households, study groups, work teams,
roommates, and fishing pals are all primary groups.
Members exert considerable influence on one another,
including marketplace influence, simply because they
are significant in one anothers lives.
https://www.youtube.com/watch?v=CY0rOBqGV74
 A secondary reference group is one in which
interaction with other members is less
frequent. Professional organizations, church
congregations, large social clubs, and alumni
associations are examples.
The power to influence is far less than with
primary groups.
 A formal group is one in which there is some sort of structure and,
in some cases, for which there are specific membership
requirements.

To join a civic club you may have to make a formal application, be

voted in, and pay dues. To join a professional club, you may have to
meet educational requirements.

If the club runs regularly scheduled luncheons each month, you are
likely to be obligated to attend, particularly if the club is both formal
and primary.

An informal group is one that has no special membership or

attendance requirements other than common interests. Walking
clubs, reading groups, and mother-and-toddler play groups
 A membership group is one to which a person
currently belongs. A group that a person would like to
be part of, but to which she or he does not currently or
may never belong, is known as an aspirational group.
that is, by dressing, acting, and even thinking the way
they perceive members do.
Classifying consumers according to aspirational groups
allows marketers to create special appeals. Think of the
products or services endorsed by athletic or
entertainment superstars.
https://www.youtube.com/watch?v=wm4YpesZqc0
 Some reference groups are dissociative.
A dissociative group is one that individuals avoid
or deny connections with. Examples would
include a political party with which a person
would never wish to be connected, an ethnic
group, or a hate group like the skinheads.

https://www.youtube.com/watch?v=laF8XGkYRo
s
Changes in Reference Groups as
the Situation Changes