Mention two basic advantages of using reference group appeals?

I have studied that using appeals with groups attracts consumers toward a product. Please elaborate the statement keeping in view reference group.
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The sending of a matter for decision or consideration to some authority
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When a new tenant enters into a lease, the landlord will normally require the provision of satisfactory references as a condition of the lease being granted
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"Reference group appeals are useful for a marketer in two ways; firstly they provide information and increase consumer awareness and knowledge; two, they reduce perceived risk amongst consumers, with respect to market offerings. <a href=; Managerial, Economics </a>"
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