Consumers often rely on opinions and testimonials from people they consider similar to themselves, more than on direct information or solid evidence about a product.This theory centers around the importance of a person's

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Reference group theory suggests that consumers seek out the opinions and testimonials of people they perceive to be similar to themselves or part of their reference group. This is because they trust the judgment of people they identify with more than direct information or evidence about a product. Therefore, the importance of a person's reference group plays a significant role in their purchasing decisions.

Consumers Often Rely on Opinions and Testimonials from People They