Virtual Communities As Reference Groups on Consumer Decision Process
The preferences of individuals are often shaped by the groups to which they belong, by their desire for social acceptance (Solomon 2002), and by their beliefs and values–depending on the cultural context in which they are inserted. The tendency to investigate consumers as individuals free from influences leads to incomplete understanding of the mechanisms that guide their consumption activities. The influence of groups with which consumers identify and relate is one of the most important forms of persuasion ever studied by marketing.
Daiane Scaraboto and Carlos Alberto Vargas Rossi (2006) ,"Virtual Communities As Reference Groups on Consumer Decision Process", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 59-60.
Daiane Scaraboto, Universidade Federal do Rio Grande do Sul, Brazil
Carlos Alberto Vargas Rossi, Universidade Federal do Rio Grande do Sul, Brazil
LA - Latin American Advances in Consumer Research Volume 1 | 2006
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