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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Reference Group Influence on Product and Brand Purchase Decisions

William O. Bearden, Michael J. Etzel
DOI: http://dx.doi.org/10.1086/208911 183-194 First published online: 1 September 1982

Abstract

Consumer perceptions of reference group influence on product and brand decisions were examined using 645 members of a consumer panel and 151 respondents in a followup study. Differences for 16 products in informational, value expressive, and utilitarian influence were investigated in a nested repeated measures design. The results support hypothesized differences in reference group influence between publicly and privately consumed products and luxuries and necessities.

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