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    Reference Group - Task

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    Mariana Arango Jaramillo
    This document discusses how reference groups can influence consumer behavior and purchasing decisions. It presents 5 situations where a person may be exposed to influence from others regarding movies, drinks, clothing styles, and workplace attire. The individual considers whether they would be influenced in each case based on factors like whether the influencers are trusted friends with similar tastes, if the products or styles align with their own preferences, and if adopting the trend allows them to fit in with others. Situations where influence is more likely have in common that trusted groups recommend the items, while influence is resisted if the trends do not suit the person's tastes or identity.

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    Download as DOCX, PDF, TXT or read online from Scribd

    Reference Group - Task

    Uploaded by

    Mariana Arango Jaramillo
    14 views2 pages
    This document discusses how reference groups can influence consumer behavior and purchasing decisions. It presents 5 situations where a person may be exposed to influence from others regarding movies, drinks, clothing styles, and workplace attire. The individual considers whether they would be influenced in each case based on factors like whether the influencers are trusted friends with similar tastes, if the products or styles align with their own preferences, and if adopting the trend allows them to fit in with others. Situations where influence is more likely have in common that trusted groups recommend the items, while influence is resisted if the trends do not suit the person's tastes or identity.

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    This document discusses how reference groups can influence consumer behavior and purchasing decisions. It presents 5 situations where a person may be exposed to influence from others regarding movies, drinks, clothing styles, and workplace attire. The individual considers whether they would be influenced in each case based on factors like whether the influencers are trusted friends with similar tastes, if the products or styles align with their own preferences, and if adopting the trend allows them to fit in with others. Situations where influence is more likely have in common that trusted groups recommend the items, while influence is resisted if the trends do not suit the person's tastes or identity.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    14 views2 pages

    Reference Group - Task

    Uploaded by

    Mariana Arango Jaramillo
    This document discusses how reference groups can influence consumer behavior and purchasing decisions. It presents 5 situations where a person may be exposed to influence from others regarding movies, drinks, clothing styles, and workplace attire. The individual considers whether they would be influenced in each case based on factors like whether the influencers are trusted friends with similar tastes, if the products or styles align with their own preferences, and if adopting the trend allows them to fit in with others. Situations where influence is more likely have in common that trusted groups recommend the items, while influence is resisted if the trends do not suit the person's tastes or identity.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    UNIVERSIDAD DE MANIZALES

    MERCADEO NACIONAL E INTERNACIONAL


    CONSUMER PSYCHOLOGY II

    Reference Group Influence


    MARIANA ARANGO JARAMILLO
    60202127396

    In this activity, you will assess the extent of group influence across various purchase decisions.
    Listed below is a series of situations that you may be exposed to. Your task is to determine,
    given the particular situations, what you are most likely to do. 

    ACTIVITY:
    -What would be your response (if any) to the following situations/comments?
    -What would you do in each of the above situations?

    1. Several of your friends tell you about a great movie that has just come out
    I would be very curious to go and enjoy the movie they are telling me
    about, so I would invest my time and money to go and see it, additionally,
    being my friends who recommend it denotes a great confidence, because
    their tastes in one way or another are similar to mine.

    2. You notice that most of your friends buy the same brand of drink each time you
    go out with them
    I would handle this case by thoroughly examining the components of the
    beverage to know how much it is associated with my tastes and I would try it
    just out of curiosity to know how it tastes and why they consume it so often.

    3. You overhear another student stating that Coca-Cola is their favorite brand of
    soda
    coca cola has always been one of the favorite and most chosen drinks by
    the general public and it is a worldwide particularity, because their
    marketing bet is quite strong, since they sell more than a drink, they
    provide experiences. however, for me coca cola is not a drink that is in
    UNIVERSIDAD DE MANIZALES
    MERCADEO NACIONAL E INTERNACIONAL
    CONSUMER PSYCHOLOGY II
    my taste to consume regularly, therefore its influence would not be so
    strong.

    4. When you flick through a magazine, you notice that several celebrities are
    wearing the same style/look of clothes

    It would be a strong impact, since they are people with high influence, but
    it would all depend if they are celebrities that I like, and that I can identify
    with their style, if they do not meet these requirements, I would overlook
    the trend for me.

    5. You start a new job. You dress very formally on the first day, but you notice that
    most other employees at your level dress more casually
     In this case I would continue with my casual dress routine, since it is
    something that identifies me and in the environment where I am it does not
    affect my proposal of impression.

    -What do the situations where you are influenced have in common?


    -The situations that would influence my habits have the similarity that when
    it is trusted people who do the influencing I would give in more easily, since
    these people are a trusted group in my life.
    - If I feel identified with a certain tendency it is easier for me to follow it,
    because my essence is respected and I can "fit" with other people

    -How do those situations differ from the ones where you are not influenced?
    If there is a trend that I have already tried and does not accommodate my
    tastes I would not follow it again no matter how much my influence groups
    consume it, because it does not go hand in hand with my desires.

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