A reference group is a set of people a consumer wants to please or imitate, and this affects the consumer's purchasing decisions. Consumers often buy products because they feel pressure from reference groups to conform. Does conformity exert a positive or negative influence (or both) on consumers? Explain and include examples. With what types of products is conformity more likely to occur? Why do you think this is the case? Explain. Scholarly research on reference groups and group conformity from the online Bethel Library database must be included in your work. Be sure all posts meet or exceed required word counts.