Definition
In marketing, a reference group is a group of people that consumers look up to or seek approval from when making purchasing decisions. [1]
An aspirational reference group is one that an individual consumer wants to join or be similar to. [2]
A dissociative reference group is one that an individual does not want to join or be similar to. [2]
Reference Group Influence
Utilitarian reference group influence refers to the compliance of an individual with perceived expectations of others in order to achieve rewards or avoid punishments. [2]
Value expressive reference group influence refers to an individual’s use of groups to enhance or support his or her self concept. [2]
References
- Affstuff Marketing Glossary, https://affstuff.com/glossary/reference-group/
- American Marketing Association, AMA Dictionary.