Reference group
Revision as of 20:22, 4 June 2020 by MariamKhalid (talk | contribs)
Reference group is an important group to which individuals belong or hope to belong and with whose norms individuals are likely to conform.
Definitions
According to Organizational Behavior by Robbins and Judge (17th edition),
- Reference group. An important group to which individuals belong or hope to belong and with whose norms individuals are likely to conform.
According to Marketing Management by Keller and Kotler (15th edition),
- Reference group. A group that has a direct or indirect influence on a person's attitudes or behavior.
