The consumer research literature identifies three kinds of reference groups: membership groups, anticipatory groups, and
A)local groups.
B)global groups.
C)legal groups.
D)dissociative groups.
E)technology groups.

Question

Quizplus · Accepted Answer

Dissociative groups are the correct answer because they are groups with which an individual does not want to associate. This concept is used in consumer research to understand how individuals might make purchasing decisions to either align with or distance themselves from certain groups. Membership groups are those to which a person currently belongs, and anticipatory groups are those with which an individual aspires to be associated.

The Consumer Research Literature Identifies Three Kinds of Reference Groups