 #2 (permalink) Fri Apr 10, 2009 8:01 am What is reference group influence? |
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From an on-line marketing dictionary:
Reference group
1. (consumer behavior definition) A reference group is one that the individual tends to use as the anchor point for evaluating his/her own beliefs and attitudes. One may or may not be a member and may or may not aspire to membership in a reference group; nevertheless, it can have great influence on one's values, opinions, attitudes, and behavior patterns. A reference group may be positive; that is, the individual patterns his or her own beliefs and behavior to be congruent with those of the group. Or, it may be negative. A negative reference group is just as influential. The church, labor union, political party, or sorority are examples of both positive and negative reference groups for specific individuals. It also is a term coined by Herbert Hyman to designate a group that an individual uses as a "point of reference" in determining his or her own judgments, preferences, beliefs, and behavior. The size of a reference group can be a single individual (although perhaps in this case the term group should not be used) to a very large aggregate of persons such as a political party or religious institution.
2. (consumer behavior definition) The people who serve as a point of reference and who influence an individual's affective responses, cognitions, and behavior.
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 Mister Micawber
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