Promotional Perspectives of Reference Group Influence: Advertising Implications.

Lessig, V. Parker; Park, C. Whan

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Peer reviewed

ERIC Number: EJ181372

Record Type: CIJE

Publication Date: 1978

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Promotional Perspectives of Reference Group Influence: Advertising Implications

Lessig, V. Parker; Park, C. Whan

Journal of Advertising, 7, 2, 41-7, Spr 78

Examines the role of reference groups and promotional appeals in satisfying consumer motivations. Emphasizes three motivational reference group functions: informational, utilitarian, and value-expressive. (RL)

Descriptors: Advertising, Consumer Economics, Group Membership, Groups, Identification (Psychology), Merchandise Information, Merchandising, Modeling (Psychology), Motivation, Role Models, Social Influences

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