Outline #8: Reference Groups, Community, Family

I. Reference groups are important to consumer behavior.

II. There are many types of groups: normative, comparative, formal, informal, aspirational, contactual, disclaimant.

III. The family is one of the most important reference groups.

IV. Family functions influence behavior.

V. Families (and marketers) use many of the same strategies to influence behavior.

(Handouts 7.1, 7.9, 7.19)

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