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linhhh linhhh
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Posts: 449
5 years ago
What is a reference group? What is the difference between a membership reference group and an aspirational reference group?
Textbook 
Consumer Behavior: Buying, Having, and Being

Consumer Behavior: Buying, Having, and Being


Edition: 12th
Author:
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wrote...
5 years ago
A reference group is an actual or imaginary individual or group that significantly influences an individual's evaluations, aspirations, or behavior. A membership reference group consists of people we actually know. In contrast, although we don't know those in an aspirational reference group, we admire them anyway. These people are likely to be successful businesspeople, athletes, performers, or anyone else who rocks our world.
linhhh Author
wrote...
5 years ago
Thanks
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