CHAPTER TWO
Social Influences on Consumer Behavior

Learning objectives

After learning this chapter, you will be able to:

●understand social influences from marketing or non-marketing sources that can be delivered personally or by mass or social media;

●identify different types of reference groups and their characteristics;

●demonstrate how each type of reference groups can affect consumer behavior;

●comprehend the roles family life plays in consumers’ purchase decision-making process. QG2Si8cf2A1j8glU1Le9oTVmDy8m3vVppWFYCPpQF1Zr8XirhwM0hcxthKsLAm8p