What is a dissociative reference group? In what way can dissociative reference groups influence consumer behavior?

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Consumer Behavior Building Marketing Strategy

ISBN: 978-0077645557

12th edition

Authors: Delbert Hawkins, David Mothersbaugh

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Question Posted: Feb 17, 2016 03:59 AM

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What is a dissociative reference group? In what way can dissociative reference groups influence consumer behavior?

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A group that serves as a negative unattractive reference point ...View the full answer

Consumer Behavior Building Marketing Strategy

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