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Reference Group Influence on Product and Brand Purchase Decisions
William O. Bearden and Michael J. Etzel
Journal of Consumer Research
Vol. 9, No. 2 (Sep., 1982), pp. 183-194
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489127
Page Count: 12
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Consumer perceptions of reference group influence on product and brand decisions were examined using 645 members of a consumer panel and 151 respondents in a followup study. Differences for 16 products in informational, value expressive, and utilitarian influence were investigated in a nested repeated measures design. The results support hypothesized differences in reference group influence between publicly and privately consumed products and luxuries and necessities.
Journal of Consumer Research © 1982 Oxford University Press