In which of the following consumption situations will a reference group's influence be strongest?
A) when the use of the product or brand is visible to the group
B) when the product is a necessity
C) when the consumer is confident in the purchase situation
D) when the individual's commitment to the group is low
E) when the reference group is large

Question

Quizplus · Accepted Answer

Reference group influence typically affects only those aspects (e.g., category or brand) that are visible to the group.

In Which of the Following Consumption Situations Will a Reference