Chapter 9

Reference Groups and

Family References
 What Is a Group?
• Two or more people who interact to accomplish
either individual or mutual goals (Informal play, health
club)

• A membership group is one to which a person

either belongs or would qualify for membership
(University’s group)

• A symbolic group is one in which an individual

is not likely to receive membership despite
acting like a member (Tennis racket or sneakers)
 A person or group
that serves as a point
of comparison (or
reference) for an
Reference
individual in the
Group
formation of either
general or specific
values, attitudes, or
behavior.
 Broad Categories of
Reference Groups
• Normative Reference Groups (Family: defines values)
• Comparative Reference Groups (Benchmark for narrowly
defined attitude, Neighbor)
 Individuals or groups
with whom a person
identifies but does not
Indirect
have direct face-to-face
Reference
contact, such as movie
Groups
stars, sports heroes,
political leaders, or TV
personalities.
Major Consumer Reference Groups
 Factors that affect reference group influence

• Conformity The objective of some marketers, especially market

leaders, is to enhance consumer conformity. The brand exist and
compare their attitude with the brand.

• Information and experience (first hand information and less

likely to be influenced by others and no experience needs comments
of others)

• Credibility and power of reference group (persuaded by

knowledgeable person)

• Conspicuousness (easily visible) of the product (How

visually or verbally conspicuous the product to others…..mobile
phone, visually conspicuous…..Highly interesting things to
describe….new automobile, fashion clothing….sleek laptop)
Factors Encouraging Conformity: A Reference
Group Must

• Inform or make the individual aware of a specific product

or brand

• Provide the individual with the opportunity to compare

his or her own thinking with the attitudes and behavior of
the group

• Influence the individual to adopt attitudes and behavior

that are consistent with the norms of the group

• Legitimize the decision to use the same products as the

group
 Selected Consumer-Related
Reference Groups

• Friendship groups
• Shopping groups
• Work groups (During entry in Japan common suits and shoes)
• Virtual groups or communities (Social Network)
• Consumer-action groups (environmental Awareness
group)
 Reference Group Appeals

• Celebrities
• The expert
• The “common man”
• The executive and employee spokesperson
• Trade or spokes-characters
• Other reference group appeals