Which of the following types of reference group influence occurs when consumers conform to group expectations to receive a reward or avoid punishment?
A) Hedonic influence
B) Utilitarian influence
C) Informational influence
D) Value-expressive influence
E) Affective influence

Question

Quizplus · Accepted Answer

This type of reference group influence is called utilitarian influence. Consumers conform to group expectations to receive a reward or avoid punishment, which is often associated with achieving a certain goal or outcome. Utilitarian influence is based on the idea of instrumental conditioning, where behavior is shaped by rewards and punishments.

Which of the Following Types of Reference Group Influence Occurs