In the context of social influences on consumer decision making,identify a true statement about reference groups.
A)Reference group influence is generally considered to be weaker for products that are "public" or conspicuous.
B)The nature of a product and the role an individual is playing during the purchasing process influence which reference group will be consulted.
C)Reference group influence is generally considered to be constant across product categories.
D)Family is secondary to peers as a reference group for people of all ages.

Question

Quizplus · Accepted Answer

The nature of a product (such as being a luxury item) and the role an individual is playing during the purchasing process (such as being a gift for someone) can influence which reference group a consumer will consult. Reference group influence can vary depending on the product category and the individual's personal circumstances. Family can be a significant reference group for many individuals, particularly for certain product categories such as food or household goods. Therefore, statement A, C, and D are incorrect.

In the Context of Social Influences on Consumer Decision Making,identify