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Unformatted text preview: - - - - - - - - - - - - - - - - - - - --- -- - -LOSReferenceGroupsOiredIndirect.........--_..-"-'-"--_......_-LOSOp' 'lion Leaders------An Il'ldlvidualwho InfluencesIhe opinionof D lhe~.LOSReferenceGroup~~Today's college students make up 0,of thiscountry'smost influentialconsumerroups, eventhough demographicallyit is one of t~smallest.Here's what a recent surveyrevealed'boutthisreferencegroup'spreferences:Brand - ApplilProduct(s)-iPod IIPhonlilstore-TargillOnline-community_ F.II;:e,bool<Love!hate_ Geico'sgeckoDowntime - watchTV I $urf the W_.--~-_..._-.SOJflCE>_s..,w--..._....".,~_,,~...,..,_.Chapter5 ConsumerDecision MakingLOSInfluences of R eference G roupsThey serveilSinformationsourcesandinfluenceperceptions.They effect an individual's aspiration levels.Their norms eitherconstrainor stlmulal.&consumerbehavior._.---_....._--LOSOpinion LeadersMarketers are looking to Web logs,or bloqs, to find opinionleadersTeenagersMoviestars SportsfiguresCelebrities...
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This note was uploaded on 09/01/2011 for the course MTK 340 taught by Professor Folger during the Spring '11 term at Iowa State.

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