Rich doesn’t model himself on anyfootballer – only the people with whom he really
identifies can exert that kind of influence. For example, Rich primarily identifies with
other sport enthusiasts, especially football players. The English Football League represents one of Rich’s most important reference groups.
A reference groupis ‘an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behaviour’.
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Reference groups influence consumers in three ways. These influences, informational,utilitarian, andvalue-expressive,