What is a dissociative reference group marketing?

a group with whom an individual does not wish to be associated; a group whose use of a product will deter other buyers.

What is dissociative reference group example?

Dissociative reference groups are people that we don’t want to be like. For instance, someone may want to distance themselves from so-called ”nerds” or politically left- or right-leaning folks.

What is dissociative group in consumer Behaviour?

Dissociative group – This group is characterized by attitudes, values, or behaviors inconsistent with those held by an individual. The individual wants to distance him or herself from this group. Aspiration group – This is a group with which the individual would like to be associated or identified.

What is a reference group marketing?

Reference groups are groups that consumers compare themselves to or associate with. They can heavily influence purchasing patterns. If a reference group endorses a product, either through use or statements about the product, those that look to the group will often purchase that product.

How do dissociative reference groups influence consumer behavior?

Previous research has found that people tend to avoid products or behaviors that are linked to dissociative reference groups. The present research demonstrates conditions under which consumers exhibit similar behaviors to dissociative out-group members in the domain of positive consumption behaviors.

What is an dissociative group?

groups with whom an individual does not wish to be associated; groups whose use of a product will deter other buyers.

What are the three reference group influences?

Three types of reference group influences are studied-informational, value expressive and utilitarian.

What are the factors that affect reference group Influence?

3 Important Factors affecting the Influence of Reference Groups

• Information and Experience.
• Credibility and power of the reference group.
• Conspicuousness of the product.

What are the examples of reference group?

Examples of your normative reference groups include your parents, siblings, teachers, peers, associates and friends. A comparative reference group is a group of individuals whom you compare yourself against and may strive to be like. Examples include celebrities and heroes.

What does dissociative group mean in marketing Dictionary?

A dissociative group is a reference group that an individual does not want to join or be similar to. [1] ^ American Marketing Association, AMA Dictionary. Comments are closed.

Which is an example of a dissociative reference group?

Examples of these may include coworkers, classmates, club members, and even neighbors. Compare this to dissociative reference groups, who are people that we want to be anything but. In other words, we definitely do not want to be seen or perceived as being similar to them.

What do you mean by reference group in marketing?

A reference group includes individuals or groups that influence our opinions, beliefs, attitudes and behaviors.

Which is an example of an associative reference group?

Associative reference groups are groups of people who we view as essentially being our equals. Examples of these may include coworkers, classmates, club members, and even neighbors. Compare this to dissociative reference groups, who are people that we want to be ”anything but.”