What Is a Down-Market Reference Group

What is a down-market reference group?

A) A less prestigious group of consumers who degrade the value of a luxury brand by consuming it
B) Consumers who negatively review products in social media settings
C) Employees at bars, clubs, and other social settings who disguise themselves as regular customers but who are paid actors whose job is to create an atmosphere of sexual excitement
D) Forms of artificial intelligence ("bots") that promote products on social media, appearing as if they are real people when they are not