article
Reference Group Influence on Product and Brand Purchase Decisions
Journal of Consumer Research · 1982 · Vol. 9(2) · pp. 183–183
William O. Bearden✉(Columbia College - South Carolina)Michael J. Etzel
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.
Consumer Behavior in Brand Consumption and IdentificationCustomer Service Quality and LoyaltyBehavioral Health and InterventionsProduct (mathematics)AdvertisingValue (mathematics)PerceptionMarketingPsychologyBusinessMathematicsStatistics
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