What are reference groups, and how do they influence consumers? What are opinion leaders?

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Marketing Real People, Real Choices

ISBN: 978-0132913171

4th Canadian Edition

Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart, J. Brock Smith, Sylvain Charlebois, Bhupesh Shah

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Question Posted: Dec 07, 2015 06:51 AM

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What are reference groups, and how do they influence consumers? What are opinion leaders?

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Reference groups are a set of people that a consumer is motivated to please or imitate Re...View the full answer

Marketing Real People, Real Choices

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