American Express Cards appeal to people who want to identify with groups known for their financial success. According to advertising, almost anybody can get a Visa or a MasterCard, but you have to qualify for an American Express Card. Having an American Express Card tells people that you are in with the right people. American Express uses the concept of _____ in its marketing.

Question

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American Express uses the concept of reference groups in its marketing by appealing to the desire of individuals to be associated with or belong to a certain group, in this case, a group known for its financial success. Reference groups serve as a point of comparison or source of information for individuals, influencing their attitudes and behavior.

American Express Cards Appeal to People Who Want to Identify