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Factors That Affect Reference Group Influence. The degree of influence that a reference group exerts on an individuals behavior usually depends on the nature of the individual and the product and on specific social factors. Judgment of 100 products in terms of two determining factors of reference group influence. Reference Groups affect consumer choice because of following factors. Credibility Attractiveness and Power of the Reference Group.
Explore the impact of reference groups on decisions to. A reference group that is perceived as credible attractive or powerful can induce consumer attitude and behavior change. A norm is developed through an interaction of factors such as the traditions of the group the nature of tasks the situation and the personality characteristics members. More one feels committed to the group more he get influence by the referent power. A person or group that serves as a point of comparison or reference for an individual in the formation of either. The degree of influence that a reference group exerts on an individuals behavior usually depends on the nature of the individual and the product and on specific social factors.
Reference Groups affect consumer choice because of following factors.
For example if the product is visible such as dress shoes car etc then the influence of reference groups will be high. In this article we look at one of the common factors that affect consumer buying behavior. More one feels committed to the group more he get influence by the referent power. While the Reference Group which is considered as a benchmark specifically for each attitude or behavior is called Comparative Reference Group. When reference groups affect behaviour and attitudes through pressures for. Researchers found that reference groups affect the purchase intentions for each type of consumer.