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

Question

Quizplus · Accepted Answer

When a product is more conspicuous and not commonly owned, individuals may place more value on the opinions and behaviors of their reference group as they seek to fit in and meet social norms. This can make the influence of the reference group stronger on their purchasing decision.

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