Jennifer is interested in joining Kappa Lambda Iota sorority. She begins to shop at Sarah's, a local store where the Kappas buy their clothes. She also asks her family for a new car because all the sorority members have new cars. In these instances, Jennifer is influenced by:
A) a patronage motive.
B) a reference group.
C) a consideration set.
D) a knowledge base.
E) a role conflict.

Question

Quizplus · Accepted Answer

Jennifer is influenced by a reference group, as she is trying to align her behavior and possessions with those of the sorority members she aspires to join.

Jennifer Is Interested in Joining Kappa Lambda Iota Sorority