Reference group influence can come from people that we don't even know personally, such as celebrities or online influencers. It is not limited to a single reference group or influenced by age, and the strength of influence can vary depending on the product or brand.

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Reference Group

Question 217

Multiple Choice

Reference group

A) influence is so strong that a person normally has only one reference group.
B) influence is greatest for older people.
C) influence is equally strong for all products and brands.
D) members may not even know the people who influence their values and attitudes.
E) Both B and C are true.

Correct Answer: