Which type of reference group influence refers to the ways in which consumers use the behaviors and attitudes of reference groups as information into making their own decisions?
A) hedonic influence
B) utilitarian influence
C) informational influence
D) conformational influence
E) cognitive influence

Question

Quizplus · Accepted Answer

Informational influence is the type of reference group influence that refers to the ways in which consumers use the behaviors and attitudes of reference groups as information into making their own decisions. Consumers look up to reference groups to guide their behavior and choices, especially in situations where they lack knowledge or expertise. This type of influence is different from hedonic influence, which is based on the shared experiences of a reference group, and utilitarian influence, which is based on the benefits or disadvantages of belonging to a reference group.

Which Type of Reference Group Influence Refers to the Ways