The Importance Of Reference Groups In Consumer Behavior: A Comparative Analysis Between Student Populations, Between Products And Between Levels Of Decision Specificity

Abstract

The purpose of this study was to determine if there is perceived to be reference group influence on product-related decisions among college students. Based on a review of the marketing and psychology literatures pertaining to reference group influence, several research hypotheses were formulated which have not been investigated heretofore. The research samples for this study consisted of two distinct groups of Texas A&M students-- students enrolled in a first level consumer behavior course and a cross section of students not likely to have had a consumer behavior class. The two groups were found to differ in their perceptions of reference group influence across three decision areas--product ownership, product type or style and brand decisions. Furthermore the study showed that the product type/style decision is perceived by both student groups as being a separate and distinct decision area from ones involving product ownership and brand.