Save as PDFIf you have social media and follow any influencers with a vast audience, congratulations, you’re in a reference group! This article will discuss the different types of reference groups within social influences and how they affect consumer behavior.
Every day, marketers and social media experts or influencers find creative ways to get a target audience to purchase or want something. I’ll start with myself; I have a weakness with ASMR cleaning videos, Amazon Storefront links, and LTK. When I watch a mom post an ASMR cleaning or organizing anything, I immediately feel “inspired” and must purchase the same items she used via her Amazon-provided, commissionable link. And if I’m looking for work attire or outfit ideas, I go to LTK, where not only do you get ideas, but you are also provided with direct links to where to purchase them. It’s a terrible vice, but it makes me feel good and like I solved a problem. So, let’s dive into the three types of reference groups, and I will share which one I fall into.
Aspirational
I always say that one of my main goals is to “Aspire to Inspire,” and when I see a mom of three like Becky Hillyard, AKA Cella Jane, I feel inspired to be more elegant or where to vacation in 5 years. So, aspirational groups we admire are seen as “nice to have” groups even though we’re not part of it.
Associative
This group refers to a unit or tribe we belong to, like a group chat on social media or text with other moms where we share finds, life hacks, and best practices. This is another way people can be influenced to purchase or want an item another friend has or shared with the group.
Dissociative
We have no interest in following this group or aspire to be like it. In my case, it would be the soccer mom or minivan mom group. I had a minivan for over ten years because it was practical, spacious, and great for road trips. Still, I no longer care for that vehicle and hopefully will never own it again, regardless of being a family of 6. Here’s an article specifically on how “moms wouldn’t be caught dead in a minivan.”
To an extent, reference groups drive the pressure to purchase items we want or need. Understanding the dynamics between them allows us to make better-informed decisions as consumers and marketers to reach a specific audience effectively.
The Power and Role of Reference Groups
By Josmari Lizardo
For the previous article, click here.