Use Book Consumer Behavior Building Marketing Strategy 13th

Use Book Consumer Behavior Building Marketing Strategy 13th Editionby

Use book Consumer behavior building marketing strategy 13th edition By David l mothersbaugh Del I Hawkins Respond to the following in a minimum of 175 words: What is a dissociative reference group? Be sure to use your book for this. In what way can dissociative reference groups influence consumer behavior? Are you/have you ever been part of a dissociative reference group? If so, explain your example. If not, pick a dissociative reference group that someone you know has or does belong to, and explain that example.

Paper For Above instruction

A dissociative reference group is a social group with which an individual does not wish to be associated, often because its characteristics or behaviors conflict with their personal identity, values, or aspirations (Mothersbaugh & Hawkins, 2020). According to "Consumer Behavior: Building Marketing Strategy" (13th Edition), such groups influence consumer behavior by shaping individuals' attitudes and decisions through a desire to differentiate oneself from the group. For example, a young professional might avoid associating with a disreputable peer group to maintain a positive self-image. Dissociative groups can significantly impact brand perception, purchase choices, and self-concept, as consumers consciously or subconsciously distance themselves from the group's traits (Mothersbaugh & Hawkins, 2020). Personally, I have not been part of a dissociative reference group, but I know someone who distanced themselves from a social circle involved in risky behaviors, such as excessive partying and substance use, to align more closely with their goal of leading a healthier lifestyle. This example demonstrates how dissociative reference groups motivate consumers to adopt behaviors that affirm their desired identity and values.

References

  • Mothersbaugh, D. L., & Hawkins, D. I. (2020). Consumer Behavior: Building Marketing Strategy (13th ed.). McGraw-Hill Education.

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