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Discuss the several ways in which a consumer can evaluate alternatives.
Reference Groups
Groups that individuals compare themselves to for the purpose of evaluating their behaviors, attitudes, and beliefs.
Asch's Experiment
A social psychology experiment conducted by Solomon Asch, demonstrating the power of conformity in groups by studying how individuals would change their answers to conform with the group majority.
Group Pressure
The influence exerted by a group on individual members to conform to the group's norms, values, or behaviors.
Diverse Populations
Groups of people that differ in various characteristics such as cultural background, ethnicity, language, and socioeconomic status.
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