Final answer:
In the context of reference group influence, the Informational influence of groups means using the behaviors and attitudes of reference groups to guide one's own decisions. Reference groups provide a standard for behavior, especially in uncertain situations, as they possess perceived expertise or knowledge that can be influential.
Step-by-step explanation:
In the context of reference group influence, the Informational influence of groups refers to how consumers use the behaviours and attitudes of reference groups as data for making their own decisions. Informational influence occurs when an individual uses the behaviors and attitudes of a group to guide their behavior or decisions, especially when the individual is uncertain about the correct choice or behaviour.
A reference group is a group whose values, norms, and beliefs come to serve as a standard for one's behavior. Examples of reference groups include a person's cultural center, workplace, family, and peer groups like athletes, which provide a standard of measurement for behavior and attitudes. In cases where there is ambiguity or uncertainty, people will look to their reference groups to help them decide how to act, as these groups have perceived expertise or knowledge. This is why identifying your reference groups is important for understanding the source of the social identities you aspire to or want to distance yourself from.