Which type of reference group influence occurs when consumers conform to group expectations to receive a reward or avoid punishment?
A) hedonic influence
B) utilitarian influence
C) informational influence
D) conformational influence
E) affective influence

Question

Quizplus · Accepted Answer

This type of influence is called utilitarian influence, which occurs when consumers conform to group expectations to receive a reward or avoid punishment. The reward or punishment is a utilitarian benefit, meaning it provides a practical advantage or benefit to the consumer. Hedonic influence is when the group provides a sense of pleasure, excitement or belonging, informational influence is when the group provides information, knowledge or expertise, conformational influence is when consumers conform to group expectations to fit in or be accepted and affective influence is when the group provides emotional support or guidance.

Which Type of Reference Group Influence Occurs When Consumers Conform