The reference group's influence is likely to be greatest when the product is:
A) expensive.
B) widely purchased.
C) visually conspicuous.
D) an innovative product.

Question

Quizplus · Accepted Answer

When a product is visually conspicuous, it is more likely that others will notice it and form opinions about it. This makes the influence of reference groups stronger, as individuals may be more likely to seek approval or validation from their reference groups, particularly if the product is something that can be easily noticed or admired by others. For example, high-end designer clothing or luxury cars are often visually conspicuous, and may be subject to greater social scrutiny, making the influence of reference groups more significant.

The Reference Group's Influence Is Likely to Be Greatest When