The concept of reference-group and group influence patterns

Date of publication: June 15, 1964

Company: DOXA

Abstract:

This report is aimed at pointing out the influence and relevance of the group-reference theory on consumption and at indicating a subject for study which, if properly analysed and deepened by marketing and advertising experts, may turn out an essential instrument in deciding whether to adopt of to refuse certain consumption patterns and in solving operative problems.

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