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