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In which of the following purchase decisions would reference group influence probably be the weakest?

a. Buying a luxury car
b. Choosing a brand of toothpaste
c. Selecting a fashion accessory
d. Purchasing a new smartphone

User Mwal
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1 Answer

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Final answer:

The purchase of toothpaste is likely the least influenced by reference group influence because it is a private consumption good, not publicly discussed or displayed. Reference groups more strongly influence purchases related to status and lifestyle, such as luxury cars and smartphones.

Step-by-step explanation:

Reference group influence typically affects purchasing decisions by informing, influencing, or providing a basis for comparison. When it comes to the listed items, the influence of a reference group on the decision to purchase a luxury car, a fashion accessory, or a new smartphone can be quite strong because these items are often seen and used publicly, and choices can reflect personal status and lifestyle. However, the choice of toothpaste is often less influenced by reference groups because it is a private consumption item, used in the confines of one's home, and not typically a topic of discussion or display among peers.

In terms of imperfect information, the degree of imperfect information might vary based on the situation:


  • Buying apples at a roadside stand would likely have low imperfect information as the buyer can see and possibly taste the product.

  • Buying dinner at a neighborhood restaurant could have low imperfect information if the buyer has past experience or access to reviews about the restaurant.

Teenagers buying clothes may exhibit behaviors influenced by social norms, demonstrating the influence of reference groups not driven by practical considerations such as following parents' rules or saving money. Collective behavior, such as going shopping with a friend, can be an example of how group dynamics influence individual decisions. Informational social influence tends to be more pronounced in situations where the answer is unclear or when the group has expertise.

User Rob Hardy
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