Promotional Perspectives of Reference Group Influence: Advertising Implications

Autor:	C. Whan Park, V. Parker Lessig
Rok vydání:	1978
Předmět:	Marketing Group membership Communication Advertising Consumer economics Business and International Management Psychology Social psychology Reference group Social influence Modelling
Zdroj:	Journal of Advertising. 7:41-47
ISSN:	1557-7805 0091-3367
DOI:	10.1080/00913367.1978.10673220
Popis:	This study suggests various theoretical and practical promotional implications based upon empirical tests of reference group influence. The authors examine the role of reference groups and promotional appeals in satisfying consumer motivations. Three motivational reference group functions are emphasized: informational, utilitarian, and value-expressive.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::5e17953f0216c653958ec94ef8b17ffb https://doi.org/10.1080/00913367.1978.10673220 Zobrazit plný text záznamu Plný text ve formátu PDF