Max is trying to get into a fraternity in college.Because he wants to be accepted by this group,he notices the brands of clothes they all seem to wear and the types of beer they drink at parties,and he does the same.Actually,he doesn't even like beer,but that seems to be what is expected of people in this fraternity.What influence does this fraternity represent with respect to Max's consumption behavior?
A) culture
B) social class
C) reference group
D) family
E) trend spotting

Question

Quizplus · Accepted Answer

The fraternity represents a reference group for Max, a group that he is using as a standard for his own behavior and consumption choices. He is trying to conform to the group's expectations in order to be accepted.

Max Is Trying to Get into a Fraternity in College