Reference Groups

Reference groups are an important part of marketing theory. Define associative groups, dissociative groups and aspirational groups using the literature. Discuss how these theories impact marketing decisions and how does the concept of self-construal relate to these theories. Define self-construal using the literature and discuss the relationship between reference groups and self-construal. Give example demonstrating how these theories work.

Please, use Peer-Reviewed Articles ONLY as references.

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