Factors that affect reference group influence/yourarticle
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Reference Group is a group which serves as a reference point for the formation of an individual's beliefs, attitudes and behaviour.
The factors that affect reference group influence are:
Normative influence - The reference groups affect people's behaviour and attitude through pressures for conformity. According to Park and Lessig, a person is motivated to conform to the norms of and behaviour of the group in case the group provides significant rewards for compliance and punishment for non-compliance. Moreover, if the consumer's behaviour in conforming is visible to the members of the group.
For example, fashion conscious women receive clear signals from their peers regarding which products to buy so that their choices are socially correct.
Informational influence - A consumer accepts information from a group which he considers to be a trustworthy source of knowledge. He seeks expert advice from personal sources like friends and neighbours. He does not rely much on the marketer's claim because he knows that the company has a vested interest in promoting the product.
Informational influence is very important in two situations. Firstly, when there is a social or financial performance risk in buying the product. Secondly, when the consumer has limited experience or knowledge regarding the product.
For example, consumers seek an expert's advice while buying a computer, fax machine, cellular phone or car.
Comparative influence - Consumers compare their attitudes to those of the important group members. They try to associate with the groups with which they agree and dissociate from the groups with which they disagree.