A reference group's influence on a purchasing decision of a member is often greater when the product is more conspicuous and not commonly owned.

Question

Quizplus · Accepted Answer

Reference groups have a stronger influence on the purchasing decisions of their members for products that are more visible and unique because these products are more likely to be used as symbols of status or group membership, making the opinions of the reference group more significant in the decision-making process.

A Reference Group's Influence on a Purchasing Decision of a Member