Question

Functional types of reference group by robert k merton

Answer 1

Sociologists have identified two types of reference groups as described below:  

(i) Positive Reference Groups:  

These are the ones we want to be accepted by. Thus, if we want to be a film actor, we might carefully observe and imitate the behaviour of film actors. These are the groups, collectivities or persons that provide the person with a guide to action by explicitly setting norms and espousing values.  

(ii) Negative Reference Groups:  

These groups we do not want to be identified with, also serve as sources of self-evaluation. A person might, for example, try to avoid resembling members of a particular religious group or a circus group. A group rejected by or in opposition to ego’s own group, it is ‘the enemy’ or the negative group.

Answer 2

Functional types:

There are three fundamental kinds of reference groups: informative, utilitarian, and expressive value.

• Informative influence can be dynamic and a well-planned marketing strategy may be the most easily affected. Marketers might give some particular information to opinion leaders and experts who work as a reference point for the consumer groups.
• Utilitarian influence is very difficult to use directly for marketers since suggested group members control the possible punishment or rewards.
• In value expressive, marketers should understand the key values of the reference groups and self-concepts of individuals influenced by the groups.