Which term refers to the ways in which consumers use the behaviours and attitudes of reference groups to gain knowledge for their own decisions?
A) utilitarian influence
B) informational influence
C) conformational influence
D) cognitive influence

Question

Quizplus · Accepted Answer

Informational influence is the term that refers to the ways in which consumers use the behaviours and attitudes of reference groups to gain knowledge for their own decisions. Utilitarian influence is the effect that a reference group has on a consumer's preferences or purchase decisions based on the group's perceived ability to provide rewards or punishments. Conformational influence is the tendency of individuals to conform to the norms and beliefs of their reference groups, even if they do not agree with them. Cognitive influence is a more general term that refers to any influence that a reference group has on an individual's thoughts, beliefs, or attitudes.

Which Term Refers to the Ways in Which Consumers Use