Consumer Behavior Application: Reference Groups Mitch Ganote
First Interview: Dad • Group: Social Club • A group of like-minded individuals who share similar interests and hobbies. • Power: Social • They have the power to influence each other's purchasing decisions through social recommendations. • Influence: Value-expressive • The influence they have on my dad is value-expressive, because they value fitting in with the group rather than individual desires. • Example: new golf clothes and clubs.
Second Interview: Mom • Group: Professional Association • Group of individuals in the same field or industry who share expertise and knowledge. • Power: Informational • They have the power to influence each other's purchasing decisions through the sharing of information. • Influence: Utilitarian •The influence they have on my mom is utilitarian, as they prioritize making informed decisions based on the group's expertise.
