Marketers Are Interested in Reference Groups That Have the Ability

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The Answer is Some marketers, especially market leaders, are interested in the ability of reference groups to change consumer attitudes and behaviour by encouraging conformity. To be capable of such influence, a reference group must accomplish the following:
1. Inform, or make the individual aware of the specific product or brand.
2. Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behaviour of the group.
3. Influence the individual to adopt attitudes and behaviour that are consistent with the norms of the group.
4. Legitimise the decision to use the same product as the group.
In contrast, marketers, especially with a new brand or one that is not the market leader, may appeal to consumers to behave differently from the crowd (i.e. not conform). In reality, the non-conformity appeal can be thought of as a request to shift one's reference (attitudes or behaviour) from one grouping (brand A users) to another reference (non-A users or brand B users).

Marketers Are Interested in Reference Groups That Have the Ability

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