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Topic: Business
Number of pages / Number of words: 2 / 376
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1. Family, Household and reference groups

1.1. Reference groups

Reference groups are the most important groups to marketers since they affect behavior and purchasing (Rice, 1997).Value-expressive influence is one form of reference group influence (Solomon , Bamossy , Askegaard and Hogg,2006) in which “The individual sometimes feels that it would be nice to be like the type of person that advertisements show using a particular brand”...


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1. Family, Household and reference groups

1.1. Reference groups

Reference groups are the most important groups to marketers since they affect behavior and purchasing (Rice, 1997).Value-expressive influence is one form of reference group influence (Solomon , Bamossy , Askegaard and Hogg,2006) in which “The individual sometimes feels that it would be nice to be like the type of person that advertisements show using a particular brand”...


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