Reference Group Influence on Product and Brand Purchase Decisions
- 1 September 1982
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 9 (2) , 183-194
- https://doi.org/10.1086/208911
Abstract
Consumer perceptions of reference group influence on product and brand decisions were examined using 645 members of a consumer panel and 151 respondents in a followup study. Differences for 16 products in informational, value expressive, and utilitarian influence were investigated in a nested repeated measures design. The results support hypothesized differences in reference group influence between publicly and privately consumed products and luxuries and necessities.Keywords
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