小组影响观点领.PPTVIP

Chapter 11 Group Influence and Opinion Leadership Reference Groups Influence and Types of Reference Groups Normative Influence Reference group helps to set and enforce fundamental standards of conduct. (i.e. family) Comparative Influence Reference group affects decisions about specific brands or activities. (i.e. club) Formal Versus Informal Groups Small, informal groups are more common and important to us because of their high Normative Influence. Larger, formal groups tend to be higher in Comparative Influence. Membership Versus AspirationalReference Groups When Reference Groups Are Impor