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
Related questions
Question
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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