...Influence of Reference Groups Lauren A. Grimsley Consumer Behavior January 23, 2011 Dr. Kelly Bruning Strayer University Abstract This paper talks about the influence of reference groups on consumer behavior. It identifies the different type of reference groups and takes a look at different websites that attract reference groups in order to gain identity and make sales. Introduction A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior (Hawkins & Mothersbaugh, 2010). In other words, a reference group is a group where a person will use the beliefs or opinions of the group to guide their own beliefs and opinions. There are three different forms of reference groups; the aspirational group, the associative group and the dissociative group. Aspiration Reference Groups The aspirational group is a group where people like to compare themselves to people in that group. An example of that is a company or brand will use a high favored celebrity or athlete as a representative for their product to gain patronage and attract consumers. One website that does this is www.weightwatchers.com. As well as on the commercial, on the first page of the website is a picture of Jennifer Hudson, who currently is the spokesperson for Weight Watchers. Most people who are fans of Jennifer...
Words: 677 - Pages: 3
...However, it is not only related with the consumers’ experiences during the purchase processes, such as their feelings, thoughts and actions, but also some external factors, like the brand, packaging, price, advertising and so forth. Meanwhile, references group, culture background, economic circumstances and social status, especially the advertisement, and so on, are all deemed to be the factors which influence consumers’ decision. When you think about reference groups, there are a number of perspectives that one has to consider. According to Hawkins (2010), a reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. Thus, a reference group is simply a group that an individual uses as a guide for behavior in a specific situation (p.227). From a marketing perspective, reference groups are groups that serve as frames of reference for individuals in their purchase or consumption decisions. Reference groups that influence general or broadly defined values or behavior are called normative reference groups. Reference groups that serve as benchmarks for specific or narrowly defined attitudes or behavior are called comparative reference groups. A comparative reference group might be a neighboring family whose lifestyle appears to be...
Words: 1912 - Pages: 8
...When you think about reference groups, there are a number of perspectives that one has to consider. According to Hawkins (2010), a reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. Thus, a reference group is simply a group that an individual uses as a guide for behavior in a specific situation (p.227). Groups may be classified according to a number of variables. Four criteria are particularly useful: membership, strength of social tie, type of contact, and attraction. Delta Sigma Theta Sorority, Inc. is a private, non-profit organization whose purpose is to provide assistance and support through established programs in local communities throughout the world. A sisterhood of more than 200,000 predominately Black college educated women, the Sorority currently has over 900 chapters located in the United States, England, Japan (Tokyo and Okinawa), Germany, the Virgin Islands, Bermuda, the Bahamas and the Republic of Korea. The Sorority was founded in 1913 by 22 students at Howard University. These young women wanted to use their collective strength to promote academic excellence; to provide scholarships; to provide support to the underserved; educate and stimulate participation in the establishment of positive public policy; and to highlight issues and provide solutions for problems in their communities (Delta Sigma Theta, 2010). Delta Sigma Theta’s website is about heritage. This site...
Words: 717 - Pages: 3
...STRAYER UNIVERSITY Running Head: Consumer Behavior WEEK 3: ASSESSMENT # 1 Influence of Reference Groups SUBMITTED TO Kelly Bruning BY AMBER MARSHALL MKT 510 Consumer Behavior January 21, 2011 Abstract In each society there is a breakdown of different groups or what today’s youth would call “clicks” each group can be broken down by culture, race, age or geographic location but if you dig deeper you will see that even those groups can be broken down even more. Let’s explore of reference groups and how each reference groups has a major impact on each other, how society views each groups and how the internet may attract certain groups. Different websites attract reference groups depending on what is being offered on that site, throughout the duration of this paper I will breakdown two different websites both different but both geared toward the same type of reference group. Online Community Online community is a community that is able to interact with each other over a vast period of time about a specific topic (Hawkins & Mothersbaugh, 2010 pg 231).Message boards, blogs and discussion groups make the internet a more interesting place for those of us that like to stay in the know of it all. The online Social Network sites make it even easier for people today to stay in touch, reconnect or just know what our favorite celebrities are up to these days. Social networking sites range from many different things like friendship ( facebook and myspace)...
Words: 563 - Pages: 3
...Group Influence On Consumer Behaviour * INTRODUCTION Each consumer is a member of a culture, various subcultures, and a social class; most of us belong to a number of different groups and almost would like to belong to several others. A group is defined as two or more individuals who share a set of norms, values, or beliefs and interact to accomplish individual or mutual goals. A group becomes a reference group when an individual identifies with it so much that he or she takes on many of the value, attitudes or personal standards of group members. The degree of reference group influence varies across product and brands with factors such as (1) the visibility to the group, (2) the necessity/non-necessity nature of the product, (3) the level of commitment the individual feels to a group, (4) the relevance of the behavior to the group, and (5) degree of individual’s confidence in his own judgment in the purchase situation. * DESCRIPTION The majority of people belong to more different groups at the same time and frequently they want to be included in other groups as well, but in a specific situation they report themselves to a single group. When a new situation appears or the conditions change, the individuals may report themselves to the rules of another group which becomes the reference group for the given situation. Most people prefer to adapt, more or less, to the group's rules, from politeness or the desire to not be left aside. The norms are the general...
Words: 2182 - Pages: 9
...INTRODUCTION Each consumer is a member of a culture, various subcultures, and a social class; most of us belong to a number of different groups and almost would like to belong to several others. A group is defined as two or more individuals who share a set of norms, values, or beliefs and interact to accomplish individual or mutual goals. A group becomes a reference group when an individual identifies with it so much that he or she takes on many of the value, attitudes or personal standards of group members. The degree of reference group influence varies across product and brands with factors such as (1) the visibility to the group, (2) the necessity/non-necessity nature of the product, (3) the level of commitment the individual feels to a group, (4) the relevance of the behavior to the group, and (5) degree of individual’s confidence in his own judgment in the purchase situation. DESCRIPTION The majority of people belong to more different groups at the same time and frequently they want to be included in other groups as well, but in a specific situation they report themselves to a single group. When a new situation appears or the conditions change, the individuals may report themselves to the rules of another group which becomes the reference group for the given situation. Most people prefer to adapt, more or less, to the group's rules, from politeness or the desire to not be left aside. The norms are the general, common expectations of behavior that are considered appropriate...
Words: 2177 - Pages: 9
...Role of Reference Groups For reliable and authentic information related to products, consumers seek sources that are not owned or sponsored by media such as ‘word of mouth’. Sources of word of mouth includes friends and family, clubs, online forums and neighbours. Online sources such as Facebook, Twitter and Instagram provide a platform for user to discuss, tag people and share their experiences and opinions about products. Such reference groups help marketers to manage feedback and address issues promptly. Though, social media feedback poses a lot of challenges for marketers since they have to be very vigilant and tactful in handling online feedback, if positive, it also has the potential to create a strong brand name. Customer concerns...
Words: 1032 - Pages: 5
...TOPIC How can Social Networking Sites be used as a learning tool in the context of SA Higher Learning? Group ASSIGNMENT You are expected to form a group of no more than 10 and no less than 8 people. Your group must complete a project including the following: * No late assignments will be accepted for ANY reason. * You must consult at least 15 sources to support your research (5 websites, 5 books and 5 academic articles) * No person may change or join another group during the semester beyond March! * Select a team/group leader to: * Consults with the lecturer. * Take responsibility to obtain the needed information for the assignment from the lecturer. DUE DATE: 12 April 2013 Tips: * Remember the cover page of your document. It should include; Group members (Initials, surname & student nr), lecture name, date, subject and title. * Introduction – Introduce the phenomenon and the field of study – how the phenomenon came about and what it is used for and so on. * Background – explain the concepts or problems that can be addressed by the phenomenon in SA context. * Literature Review – discuss other authors’ views about the phenomenon in the learning environment. Describe or argue your point as well. * Conclusion – include recommendations etc. * Bibliography and references is EXTREMELY important! ASSIGNMENT EVALUATION CRITERIA 10 pages excluding cover page, table of context and bibliography (Arial, 12 / Double...
Words: 414 - Pages: 2
...Citing References in Text In APA style, In-Text Citations are placed within sentences and paragraphs so that it is clear what information is being quoted or paraphrased and whose information is being cited. Below are some of the most frequently used citations you may encounter. AUTHOR Six Or Seven Authors: Example: Reference List Phelps, B. R., Lima, M., Gomez, J., MacArthur, R. T., Gansu, L., & Nehru, M. (2004). Example: In-Text Citation First citation: (Phelps et al., 2004) Subsequent citations: (Phelps et al., 2004) OR One Author: Example: Reference List Joseph, C. A. (2004). No Author Listed: First citation: Phelps et al. (2004) Example: In-Text Citation Subsequent citations: Phelps et al. (2004) (Joseph, 2004) discovered that among ... OR Example: Reference List None to claim their bones: Relics of an old Brooklyn graveyard. (1888, April 12). New York Times, pp. 3-4. Retrieved from http://www.nytimes.com/ Example: In-Text Citation ("None to Claim Their Bones," 1888) In cases where the title contains a colon, use only the text before the colon in your in text citation. List the source by title in your reference list. Alphabetize reference list entries beginning with a title using the primary word of the title (excluding a, an, and the). Eight Or More Authors: Joseph (2004) discovered that among … Two Authors: Example: In-Text Citation • When a work has no author, cite in text the...
Words: 1047 - Pages: 5
...Assignment/presentation in course: ‘Introduction to International Business’ Learning traits: Trait I-2-1-1: Students will have the ability to communicate across various cultures; articulate the importance of one’s values, and respect different opinions. 5% in presentation and 5% in assignment Trait I-3-1-1: Students will be able to conduct independent research on current international business topics. 10% in presentation and 10% in assignment Trait I-4-1-1-: Ability to use modern information technology to, independently and in a group, solve international business problems. Students will also be able to communicate their findings through various IT applications. 5% in assignment and 5% in presentation Trait I-6-2-2-: Students will be able to prepare a written report according to reasonable professional and academic standards 10% in assignment This assignment is generally thought of as a group task! Please find yourself in groups of up to 5 students. The assignment counts 30% of your total grade. The assignment also provides the basis for your presentation, which will be 20% of your final grade. Imagine the following scenario: Kymco (Kwang Yang Motor Corporation) is planning to enter a new country market with its Scooter range or to expand sales in an existing market. The CEO asked you to develop a list of possible countries for Kymco to enter or to expand. SHe also asked you to evaluate two of those countries from the economical, political, as well as cultural perspective...
Words: 577 - Pages: 3
...Consumer Perception Process blah blah blah blah (start typing your answer to the 4th question here, deleting the blah words). Manufacturer Motivation Techniques blah blah blah blah blah (start typing your answer to the 5th question here, deleting the blah words). References Babib, B., & Harris, E. (2013). CB4 (4th ed.). Mason, OH: Cengage Learning. Reference 3 goes here Reference 4 goes here Find two more references and then use all four within your paper. Remember that you CANNOT list a reference here and not cite it within the document. Once you are satisfied with your paper, and you have compared it to the grading rubric, save it once more. Then, remove the cover page, the reference page, and all headings and subheadings, then save it with Your Name and “Assignment 1 for turnitin.com”. For example, if I was a student submitting this paper, the file name for the paper I submit to turnitin.com should be this, Tina Lamb Assignment 1 for turnitin. Submit Assignment 1 to www.turnitin.com prior to submitting it to the drop box. If your originality score is greater than 20%, please make adjustments to your paper (the score report tells you where to find the reference, so just copy that into your reference list). Once done, DO NOT resubmit it to turnitin, just upload it to the...
Words: 817 - Pages: 4
...Project Guidelines for HR660 (Recruitment & Selection) Assessment • You will be working in groups of 5-6 people • Total Marks 20 o 10 for report & o 10 for presentation • Each member should prepare the complete presentation, I will decide the sequence of on the day of presentation • The duration of the presentation will be 20 minutes and 10 minutes will be reserved for questioning Project • You will critically evaluate and identify gaps in the Recruitment & Selection function of any national or multinational organization in Pakistan • Give me a list of at least 3 companies and then one of them will be finalized for your project • All the important topics covered in the course should be covered in the project • You will suggest recommendations to improve the recruitment & selection function Report Structure The 2 major parts of the report should be as under: 1. Analysis & Critically Evaluation of the recruitment & Selection function a. giving good and bad practices, identifying gaps mentioning any positive or negative impact it has on the HR department in particular and the organization in general 2. Recommendations in order of importance and priority and give solid defence of these recommendations Written Report • APA Style (The report must be neatly formatted and spelling mistakes should be avoided. ) • Word...
Words: 339 - Pages: 2
...May 2007 Accreditation Statement University of Phoenix is accredited by The Higher Learning Commission and is a member of the North Central Association of Colleges and Schools: 30 North LaSalle Street, Suite 2400 Chicago, IL 60602 (312) 263-0456 www.ncahigherlearningcommission.org ©2007 University of Phoenix. ALL RIGHTS RESERVED The text of this publication, or any part thereof, may not be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, storage in an information retrieval system, or otherwise, without prior permission of University of Phoenix. Edited in accordance with The Apollo Group editorial standards and practices Revised: May 2007 2 Table of Contents INTRODUCTION .......................................................................................................................... 5 CHAPTER 1: FORM AND APPEARANCE ................................................................................. 6 Font Styles ................................................................................................................................. 6 Margins. ...................................................................................................................................... 6 Spacing........................................................................................................................................ 6 Page Numbers and Headers ......................................
Words: 3607 - Pages: 15
...Writing Style Handbook May 2007 Accreditation Statement University of Phoenix is accredited by The Higher Learning Commission and is a member of the North Central Association of Colleges and Schools: 30 North LaSalle Street, Suite 2400 Chicago, IL 60602 (312) 263-0456 www.ncahigherlearningcommission.org ©2007 University of Phoenix. ALL RIGHTS RESERVED The text of this publication, or any part thereof, may not be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, storage in an information retrieval system, or otherwise, without prior permission of University of Phoenix. Edited in accordance with The Apollo Group editorial standards and practices Revised: May 2007 2 Table of Contents INTRODUCTION .......................................................................................................................... 5 CHAPTER 1: FORM AND APPEARANCE ................................................................................. 6 Font Styles ................................................................................................................................. 6 Margins. ...................................................................................................................................... 6 Spacing........................................................................................................................................ 6 Page Numbers and Headers ..........................
Words: 3610 - Pages: 15
...Cover sheet Make sure you put a cover sheet on your assignment identifying student names and ID numbers, your tutor and tutorial times. Also put the word count for the assignment on the cover sheet. Due date 8 October 2012, 4.00 pm. Instructions for Assignment The assignment will involve group work. Students will be required to form a group of three students to prepare the assignment. Students are encouraged to form these groups as soon as possible. Membership of groups can be across lecture streams and tutorials. Each group should nominate a group leader to manage the group process. The group leader should ensure the group members are entered into the ‘Assignment Tool’ and that an electronic copy of the assignment is submitted through the ‘Assignment Tool’ on the subject homepage before the due date. The assignment should be the group's own work and should not have been submitted previously for assessment in another course. It is expected that each member of a group contribute equally to the preparation of the assignment. All students should keep a copy of the assignment. The assignment mark will be posted on the subject homepage after marking has been completed. Groups seeking an extension of time to complete the assignment due to health or other genuine personal reasons should complete an Application for Extension of Time to Complete Assignment which is available from the Student Centre. Refer to Subject Guide for further instructions on completing assignment...
Words: 1619 - Pages: 7
