What do you understand by ‘reference group’?
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What do you understand by ‘reference group’?
Reference Group:
A reference group is a social group to which individuals compare themselves and use as a standard for evaluating their own attitudes, behaviors, and beliefs. These groups significantly influence an individual's self-concept and help shape their values and aspirations. Reference groups serve as benchmarks for social comparison, impacting how individuals perceive themselves and others.
There are two types of reference groups:
Membership Reference Group: This type includes groups to which an individual currently belongs, such as a family, work colleagues, or a social club. Membership reference groups have a direct influence on an individual's daily life and choices.
Aspirational Reference Group: Aspirational reference groups represent the groups to which individuals aspire to belong or imitate. These groups may not be part of an individual's current social circle but exert influence in terms of lifestyle, values, and desired social identity.
Reference groups play a crucial role in shaping consumer behavior, lifestyle choices, and social identity. They contribute to the process of socialization by providing norms and standards against which individuals measure their own thoughts and behaviors.