Carlos currently drives a sedan, which doesn't allow him to go off$-$road for hiking, hunting, or camping trips. He's traveled with his friends in their trucks and likes the ability to have the cabin comfort of a car but the flexibility of cargo space for hauling equipment. Carlos' friends agree that Chevrolet, Ford, and Dodge are all good brands for Carlos to research. Carlos' friends represent his a influence that impacts consumer decision making.

family; cultural

reference group; social

ideal self; psychological

social class; cultural