How Do Reference Groups Affect the Consumer Decision Making Process

question 108

Essay

How do reference groups affect the consumer decision making process? Provide an example of when your purchase was affected by a reference group. Which consumers are typically most affected by reference groups?

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Definitions:

Cultural Influences

The impact of societal beliefs, customs, practices, and behaviors on an individual or community.

Emotional Development

Refers to changes in feelings, emotional reactions, and understanding of emotions over the lifespan.

Express Positive Emotions

Involves the ability to convey feelings of happiness, satisfaction, love, and joy through verbal and non-verbal communication.

Cultural

Relating to the ideas, customs, and social behavior of a society or a specific group of people.