Reference groups have a greater impact on the purchasing decision when the:
A)consumer is already established as the opinion leader in the group.
B)product is hard to recognize or see by the group.
C)purchased product is a commonly used commodity.
D)purchase is unique and conspicuous.

Question

Quizplus · Accepted Answer

Reference groups have a greater impact on purchasing decisions when the purchase is unique and conspicuous. This is because purchases that stand out are more likely to be noticed and deemed worthy of comment or discussion by the reference group. If the product is a commonly used commodity, the influence of the reference group may be less significant as it is already widely accepted and used. If the consumer is already established as an opinion leader in the group, their own opinions and preferences may hold more weight than the reference group's. And if the product is hard to recognize or see, it may not even be on the reference group's radar for discussion or consideration.

Reference Groups Have a Greater Impact on the Purchasing Decision