Consumer Behavior: Power of Reference
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You are a marketing manager and want to use the power of reference groups to influence consumers. Reference group influence can take three forms. Name and describe each, and explain how you could use each type of influence in an advertisement.
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Solution Summary
Describes the three forms of reference groups and how each type influences advertisements.
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The three forms of reference groups include aspirational reference groups, the associative reference group, and the dissociative reference group. The aspirational reference group refers to that group which others desire to be compared to. For example, many people admire athletes and the use of them as spokespeople represents what ...
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