Frank Wright is a stereo buff who will go to great lengths when making stereo equipment purchases. He believes having the right equipment is important because many people will see the stereo when they visit his home. If you were the marketing
VP for Quality Electronics Inc., and your market was primarily made up of people just like Wright, which influence source would you most likely build into your promotional messages?
A)situational influences
B)self-concept influences
C)reference group influences
D)perceptual risk influences

Question

Quizplus · Accepted Answer

The most relevant influence source for this scenario is reference group influences. Frank Wright is motivated by the desire to impress and receive approval from others who visit his home. Reference groups are the people to whom an individual looks for guidance when making decisions, and in this case, the visitors to Wright's home are the reference group. Therefore, building a promotional message that emphasizes the approval of others who share similar interests will likely resonate well with Wright and others like him.

Frank Wright Is a Stereo Buff Who Will Go to Great