REFERENCE GROUPS

REFERENCE GROUPS

1. DEFINITION: A person or group that serves as a point of comparison (or reference) for an individual in the information of either general or specific values, attitudes or behavior

2. Types

   • Membership group
     • is one to which a person either belongs or would qualify for membership.
   • Symbolic group
     • is one in which an individual is not likely to receive membership despite acting like a member. (Fans of Futbol clubs, they are not part of them but they buy the same brands as the member)

3. Broad categories

   • Normative
     • A group that influences the general values or behavior of an individual. (Family, Religion)
   • Comparative
     • A group whose norms serve as a benchmark for highly specific or narrowly defined types of behavior.
   • Indirect
     • Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities

4. Factor that affects

   • Information and experience of the consumer; credibility, attractiveness, and power o the reference group; Atractiveness of the product

5. MUST

   • Inform, Compare, Influence, Legitimize

6. Appeals to

   • Celebrities (Testimonial, Endorsement, Actor, Spokesperson); The expert The “common man” ; The executive and employee spokesperson; Trade or spokes-characters