A newly hired employee at an advertising agency chose the clothes she purchased for work by observing the clothes she saw worn in Dragon's Den, a popular television reality show. In this example, the women hoping to work with one of the dragons served as primary reference groups.

Question

Quizplus · Accepted Answer

The women on Dragon's Den are not serving as a primary reference group for the newly hired employee as they are not directly influencing her clothing choices within her workplace. A primary reference group would be a group of people with whom the individual regularly interacts and seeks approval from, such as coworkers or supervisors.

A Newly Hired Employee at an Advertising Agency Chose the Clothes