The purpose of this assignment is to practice identifying different types of social (or, reference group) influence. Forms of Reference Group Influence are typically classified into three types:

• Normative/Utilitarian This type of influence derives from the reference person or group's ability to reward or punish the consumer. These rewards and punishments may be social in nature, as in the dispensing of social approval and disapproval.
• Value-Expressive This type of influence derives from the consumer's wish to identify with, or feel similar to, the reference person or group. The consumer experiences enhanced se(f-esteem through his/her emulation of the reference group 's values and behaviors.
• Informational This type of influence derives from the reference person or group's possession of special knowledge or information that the consumer views as valuable. The consumer is influenced because he/she perceives the reference group's opinions and choices as being based on superior knowledge or experience.

Step 1. For each of the situations described below, identify which Form of Reference Group Influence is likely at work (normative, value expressive, or information). Note: There are four of each of the three types of reference group influence represented here.

1. While at summer camp, Rachel notices that all the members of an older "clique" that she admires eat granola bars at snack time. When she's back home again, shes back home again, she asks her mom to buy her some granola bars.

2. Ashish sees a commercial in which a professional nutritionist explains the positive results of an adequate intake of vitamin D. Ashish adds vitamin D to the list of nutritional supplements that he already takes.

3. Pat's friends tease him about the old watch he's been wearing since high school. He decides it is finally time to buy a new watch.

4. Shaya is heading into her middle years and decides that she needs to get more exercise. She joins a local softball league. She is surprised to learn that all the other women on her team are new to the sport, just like her, except for one woman who has played the sport for decades. This woman with experience uses a Louisville Slugger bat. When Shaya goes to buy her own bat, she chooses a Louisville Slugger.

5. Jason's favorite professional hockey player becomes a celebrity spokesperson for a specific brand of weed killer. Jason switches to that brand of weed killer.

6. Two coworkers comment to Jackie that they really like the type of shoes she is wearing and ask her where she purchased them. The next time Jackie needs shoes, she looks for the same brand.

7. Karen herself can't tell the difference between high-priced brands of wine and the more low-priced brands, so she usually purchases a cheap brand for her own use. However, when she is choosing a bottle of wine to take to a friend's house for dinner, she purchases a very expensive brand.

8. Michael has just taken his first job after graduating from college and is looking forward to being a successful professional just like the men and women in his office that he admires. Although many different styles of dress are acceptable at his work, he notices that most of the male professionals in his office that he admires wear shirts with button-down collars. Michael buys a number of these shirts in several different colors.

9. Twylla has joined a new church and likes the people there very much. She notes that many of the other elderly women wear pantsuits to church. Although Twylla would be uncomfortable wearing pants to church, she does buy a few pantsuits to wear at home.

10. Tyrone's computer has crashed once again, and he decides that it's time to buy a new one. His sister, Sharon, is a computer engineer, so Tyrone phones Sharon to get some brand recommendations.

11. Fred sees an ad for soap that depicts someone being shunned by his friends because of bad body odor. The next time he's at the supermarket, Fred buys this brand of soap.

12. Luping notices that her auto mechanic drives a Honda automobile. She makes a mental note to include that brand in her search process the next time she's in the market for a new car.

Step 2. Enter your responses in the space below.