Final answer:
Individuals use reference groups as a basis for self-appraisal and as a source of personal standards, which serve as a standard for their behavior and influence their social identities.
Step-by-step explanation:
People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as reference groups. A reference group is a social group that serves as a point of comparison and influences the behavior of its members. In sociology, reference groups are important because they help individuals understand their place in society and guide their behavior.
Examples of reference groups can include peers, family, athletes, work colleagues, or even characters from television and movies. These groups can provide competing messages about norms and values and can influence the aspirations or identities that individuals either seek to align with or distance themselves from. Recognizing one's reference groups is key to understanding the various social identities and standards by which individuals measure themselves.
So, to answer the question presented, people look to reference groups as a basis for self-appraisal or as a source of personal standards. Therefore, the correct answer is c) Reference groups.