What are the appropriate reference groups


Problem

• What are the appropriate reference groups and are the differences between the aspirational, associative and dissociative reference groups?

• Mention an example of an aspirational and associative group for you.

References:

Hoyer, W.D., MacInnis, D.J., & Pieters, R. (2018). Consumer behavior (C. García Álvarez, Trad.; 7th ed.).

• Chapter 11: Social Influences on Consumer Behavior
Chapter 12: Consumer Diversity
Chapter 13: Influences from home and social class

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