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    Referrence Groups

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    shaggyus
    A reference group is a group whose perspectives or values influence an individual's behavior. There are two main types: normative reference groups that generate values through direct contact, and comparative reference groups that serve as benchmarks for specific attitudes. Membership in a reference group can positively or negatively influence attitudes and behaviors. Factors like information, credibility of the group, and conspicuousness of products impact the degree of influence. Reference groups exert informational, identification, and normative influences on individuals. Marketers apply these concepts through celebrity endorsements and expert spokespersons to influence product purchases.

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    Referrence Groups

    Uploaded by

    shaggyus
    526 views14 pages
    A reference group is a group whose perspectives or values influence an individual's behavior. There are two main types: normative reference groups that generate values through direct contact, and comparative reference groups that serve as benchmarks for specific attitudes. Membership in a reference group can positively or negatively influence attitudes and behaviors. Factors like information, credibility of the group, and conspicuousness of products impact the degree of influence. Reference groups exert informational, identification, and normative influences on individuals. Marketers apply these concepts through celebrity endorsements and expert spokespersons to influence product purchases.

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    Referrence Groups (2)

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    A reference group is a group whose perspectives or values influence an individual's behavior. There are two main types: normative reference groups that generate values through direct contact, and comparative reference groups that serve as benchmarks for specific attitudes. Membership in a reference group can positively or negatively influence attitudes and behaviors. Factors like information, credibility of the group, and conspicuousness of products impact the degree of influence. Reference groups exert informational, identification, and normative influences on individuals. Marketers apply these concepts through celebrity endorsements and expert spokespersons to influence product purchases.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    526 views14 pages

    Referrence Groups

    Uploaded by

    shaggyus
    A reference group is a group whose perspectives or values influence an individual's behavior. There are two main types: normative reference groups that generate values through direct contact, and comparative reference groups that serve as benchmarks for specific attitudes. Membership in a reference group can positively or negatively influence attitudes and behaviors. Factors like information, credibility of the group, and conspicuousness of products impact the degree of influence. Reference groups exert informational, identification, and normative influences on individuals. Marketers apply these concepts through celebrity endorsements and expert spokespersons to influence product purchases.

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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.
    Factors that affect Reference Group influence

    REFERENCE GROUPS
    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


    Types of Reference Groups

     Comparative Reference Group:

     Reference group that serve as benchmarks for specific narrowly

    defined attitudes or behavior.

     Temporary.

     Example : Friend’s Family


    Types of Reference Groups
    Membership No Membership

    Positive Influence Contactual RG Aspirational RG

    Negative Influence Disclaimant RG Avoidance RG

    Membership to the Reference Group is Dynamic and Changes with Time and
    External Influences
    Types of Reference Groups
    IN TERMS OF MEMBERSHIP

    Contactual / Membership Reference Group:

    Membership

     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:

    No Membership
     Individual does not hold membership
     No face-to-face contact with the members of the group
     Provide positive influence on attitudes, values and behaviors
    Types of Reference Groups

    IN TERMS OF MEMBERSHIP

    Membership
     Disclaimant 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

    No Membership
     Avoidance / Dissociative Reference Group
     Individual does not hold membership
     No face-to-face contact with the members of the group
     Individual avoids / has opposite attitudes and values
    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
    Factors affecting Reference Group Influence
    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
    Other Reference Group Influences

     Normative Influence
     Occurs when an individual fulfills group expectation to gain a direct
    reward or to avoid a sanction
     Influence is based on strong ties to the group and the product involved
    is socially conspicuous
     E.g.: Purchasing Close-Up toothpaste to avoid bad breath
    Reference Group Influences

    Strong Weak
    Public Luxuries Private Luxuries
    Strong Golf Clubs TV Video Games
    Snow Skis Ice Makers

    Public Necessities Private Necessities


    Wrist Watch Mattresses
    Weak
    Dress Clothes Floor Lamps
    Celebrity Appeal
    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

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