What do social scientists call others against whom you evaluate your own characteristics

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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What do social scientists call others against whom you evaluate your own characteristics? Question 6 options: Second-order realities First-order realities Reference groups Social comparison
Expert Solution
Step 1

Answer - Reference group. 

Reference group act as a standard used by an individual to judge their characteristics and behaviour. Reference group act as a source of primary socialisation.

There are two basic types of reference groups - 

  • Primary 
  • Secondary

Primary reference group - With this group an individual interacts with on daily basis and it has a major impact on the individual. 

Secondary reference group - With this group the interaction is not on daily basis and their impact is also low. 

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