In Selecting a Group to Serve as a Reference Standard, the Consumer Increases the Groups: Consumer and Buyer Behavior Essay, UOL, Singapore

Essay 1.

In selecting a group to serve as a reference standard, the consumer increases the groups’ potential to affect his or her behavior.” (Wells and Prensky, 1996, pp. 201) Discuss this statement in relation to the concept of consumer reference groups.

Essay 2:

“An emphasis on (high involvement/utilitarian) consumer decision making… may result in managers focusing on a narrow set of factors influencing consumer decisions.” (Mowen, 1988, pp16). Consider the above statement in relation to consumer decision-making.