Promotional Perspectives of Reference Group Influence: Advertising Implications.
作者： V. Parker Lessig , C. Whan Park
DOI: 10.1080/00913367.1978.10673220
关键词:
摘要: Abstract This study suggests various theoretical and practical promotional implications based upon empirical tests of reference group influence. The authors examine the role groups appeals in satisfying consumer motivations. Three motivational functions are emphasized: informational, utilitarian, value-expressive.
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