Focuses on understanding how two types of external influences impact consumer purchasing decisions. A reference group is defined as a group whose presumed perspective or values are being used by an individual as the basis for his or her current behavior; the three forms of reference groups are informational, normative, and identification. An opinion leader is a "go-to" person who informally gives product information and advice to others; has greater long-term involvement with a product or brand.

Directions:

1. Using first person perspective ("I," "me") is recommended for this assignment.
2. Compose a response of at least four paragraphs (include at least four sentences per paragraph).
3. Within your Discussion response, include the following:
4. Describe at least one reference group to which you belong.
5. Assess how this reference group affects your consumption of products or services.
6. Include an example of a purchase you made which was influenced by a reference group.
7. Evaluate how marketers might design marketing strategy in order to influence your reference group.
8. Describe at least one opinion leader who influences your purchasing decisions.

Assess how this opinion leader affects your consumption of products or services.

1. Include an example of a purchase you made which was influenced by an opinion leader.
2. Evaluate how marketers might design marketing strategy in order to influence your opinion leader.