Promotional Perspectives of Reference Group Influence: Advertising Implications
Journal of AdvertisingPublished 1 June 1978
V. Parker Lessig, Chol-hoon Park
Citations75
SJR quartileQ1
SJR score4.46
SNIP2.89
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Abstract
Abstract 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.
Keywords
PsychologyBusiness, Management and Accounting
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