The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities.
A) normative
B) comparative
C) selective
D) coercive

Question

Quizplus · Accepted Answer

Comparative influence refers to the influence of a reference group that helps the consumer make specific brand or activity choices by comparing alternatives and evaluating them. Normative influence is driven by the individual's desire for approval or to avoid disapproval from the reference group. Selective influence refers to the influence of a reference group on an individual's behavior, and coercive influence is the ability of a reference group to control an individual's behavior through the threat of punishment. Therefore, the best choice in this context is B, as it refers to the specific aspect of reference group influence that affects brand or activity decisions.

The ________ Influence Is the Reference Group Influence That Helps