Mktg371_031008 - Reference Group Influence Questions to ask yourself re reference groups-how do you act with a fraternity event-how do you act at a

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Reference Group Influence March 10, 2008 Questions to ask yourself re: reference groups -how do you act with a fraternity event -how do you act at a restaurant with friends -how would you act at a restaurant with your career people Group Definitions o Common goals or needs o Interaction among members, does not need to be face to face o Implicitly or explicitly defined roles with relationships o Interacts over time Issues of Group Organization o Membership status: are you a member of the group and do you desire to be a member. If someone wants to be a member, they will buy the same stuff that the group uses o Formality of group: is it formally guided and does it have structure o Extent of contact: face to face, long term, etc. Analysis of Group Organization o Membership Members Have positive group association Or have disclaimant (negative) association Non-Member Aspirational group association: want to be member o Anticipatory: we know that we will be a member
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This note was uploaded on 04/15/2008 for the course MRKT 371 taught by Professor Olson during the Spring '08 term at San Diego State.

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Mktg371_031008 - Reference Group Influence Questions to ask yourself re reference groups-how do you act with a fraternity event-how do you act at a

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