Влияние на референтната група върху потребителското поведение
Reference group influence on consumer behavior
Author(s): Monica BudinovaSubject(s): Social Sciences, Psychology, Social psychology and group interaction, Organizational Psychology
Published by: Софийски университет »Св. Климент Охридски«
Keywords: reference group; influence; consumer behavior
Summary/Abstract: The article is focused on the influence of the reference group and its importance for the development of consumer behavior. In the first place, the reference group influence, being one of the basic determinants of consumer behavior is analyzed and clarified from different theoretical perspectives. The objective of the second part of the article is to examine the characteristics and mechanisms related to reference group influence. Practical implications for advertising strategies are discussed.
Journal: Годишник на Софийски университет „Св.Климент Охридски“. Философски факултет. Психология
- Issue Year: 99/2009
- Issue No: 1
- Page Range: 363-381
- Page Count: 19
- Language: Bulgarian