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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 14: Reference-Group Influences
- To describe the nature of reference-group influence.
- To consider the types of reference groups likely to influence consumer behavior.
- To portray the relative importance of informational, comparative, and normative group influence.
- To set the stage for a consideration of group decision making and group communications in subsequent chapters.
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