"Conformance with group and social approval: When a consumer is other- directed or socially-directed, and looks towards others for social approval, he generally conforms to the advice given by members of his reference groups. This is because he wants to be identified with people whom he likes or whom he wants to be associated with. Thus he would conform to the product and service and/or brand suggested by members of their reference group. Source:http://in.docsity.com/en-docs/Consumer_Reference_Groups_-_Consumer_Behavior_-_Solved_Quiz_"
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