An individual's reference group is most likely to influence his purchase decision while buying a(n)_____.
A)external hard drive
B)automobile
C)frozen dinner
D)latte

Question

Quizplus · Accepted Answer

An automobile is a high-involvement product that typically involves a significant financial investment. As such, an individual is likely to seek opinions and recommendations from his reference group (family, friends, colleagues, etc.) before making a purchase decision. The reference group's opinions, values, and preferences are likely to influence the individual's perception of the product and his purchase decision. On the other hand, products such as external hard drives, frozen dinners, and lattes are lower-involvement products where reference group influence may not be as significant.

An Individual's Reference Group Is Most Likely to Influence His