Attraction
Desirability that membership in a given group has for the individual.
Groups with negative desirability – dissociative reference groups – can influence behaviour just as do those with positive desirablity.
Nonmember groups with a positive attraction – aspiration reference groups – also exert a strong influence.
• Influencers are seen by themselves and others as cool and at the centre of the action.
• Influencers are an aspirational group for many teens, particularly the conformers, who have a high need for acceptance and adapt their behaviour and purchases to fit in with the influencers.