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Posts: 152
2 weeks ago
What is a reference group? What is the difference between a membership reference group and an aspirational reference group?
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Consumer Behavior: Buying, Having, and Being
Edition: 12th
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2 weeks 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.
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2 weeks ago
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