Which of the following statements is true with regard to reference groups?
A) A single person cannot serve as a reference group.
B) The nature of the product being purchased determines the identity of the reference group.
C) Reference group influence is generally considered to be constant across product categories.
D) Family is secondary to peers as a primary reference group for people of all ages.

Question

Quizplus · Accepted Answer

A person normally has several reference groups or reference individuals for various subjects or different decisions. The nature of the product and the role the individual is playing during the purchasing process influence which reference group will be consulted.

Which of the Following Statements Is True with Regard to Reference