What group do you belong to?

A group can be defined as two or more individuals who:
· Share a set of norms;
· Have role relationships;
· And experience interdependent behaviors.

Groups can influence the socialization process, i.e., they influence what we learn and how we behave. Belonging to a particular group or longing to belong to a group can influence the choices consumers make.

Below is a spider diagram (taken from out class notes) which outlines the different types or groups we may be part of. How many of these groups can you relate to?

During this class we also discussed social comparison theory which is where we look to the behavior of others to provide a guide and to reassure our self evaluation. Solomon states that “sometimes we look to the behavior of others to provide a yard stick about reality. Social comparison theory asserts that this process occurs as a way of increasing the stability of one’s self evaluation, especially when physical evidence is unavailable.” Although people often like to compare their actions and judgments with those of others, they tend to be selective about precisely who they will use as benchmarks. Similarly between the customer and others used for social comparison boosts confidence that the information is relevant and accurate (though we may find it more threatening to be outperformed by someone similar to ourselves). It is for this reason that we may purchase things to achieve superior social status.

Take look at the Chanel advertisement below. Will you buy this perfume so you feel good when you wear it? Do you aspire to live a life like that shown in the ad?



· The main influence if groups is the acceptance of certain expectations of behavior e.g. norms or rules.
· The power to make an individual conform to groups pressure and influence depends upon:
1. Importance of membership
2. Fear of negative sanctions
3. Degree of support from others

Reference groups
We may belong to reference groups whose influence will be most powerful and important for purchases that are: luxuries rather than necessitates & are socially visible to others.