A hockey equipment manufacturing company is endorsed by NHL superstars.Therefore, ice hockey fans tend to buy hockey equipment from this company.Which of the following social factors is affecting the decision-making process of the hockey fans?

Question

Quizplus · Accepted Answer

The reference group, which is the group of people that individuals look to for guidance in their behavior and decision-making, is affecting the decision-making process of the hockey fans. In this case, their reference group is the NHL superstars who endorse the hockey equipment manufacturing company. The fans are influenced by the endorsement and are more likely to buy equipment from the endorsed company.

A Hockey Equipment Manufacturing Company Is Endorsed by NHL Superstars