In which of the following ways are consumers influenced by reference groups?
A)Norms of reference groups do not constrain consumer behavior.
B)Consumers are prohibited from dissociating themselves from reference groups.
C)Consumers use the same criteria as their reference groups to make their own consumer decisions.
D)Consumers are influenced only by the reference groups to which they belong.

Question

Quizplus · Accepted Answer

Consumers often use the norms and criteria of their reference groups as a benchmark for making their own consumer decisions. This is known as normative influence, where individuals conform to the expectations of others to gain approval and avoid disapproval. However, it is important to note that reference groups do not always constrain consumer behavior and consumers have the freedom to dissociate themselves from their reference groups if they do not agree with their norms and values. Additionally, consumers can be influenced by multiple reference groups and not just the ones they belong to.

In Which of the Following Ways Are Consumers Influenced by Reference