Viittausryhmä

Viittausryhmä is a Finnish term that translates to "reference group" in English. It refers to a group of individuals or a social entity that an individual uses as a standard for comparison and evaluation of their own attitudes, behaviors, and beliefs. These groups can be real or imaginary, and individuals may belong to them or aspire to belong to them.

Reference groups play a significant role in shaping an individual's identity and social behavior. People often look to their reference groups to understand what is considered acceptable, desirable, or normal within a particular social context. This can influence a wide range of decisions, from consumer choices and lifestyle habits to political opinions and career aspirations.

There are two primary types of reference groups: membership groups and aspirational groups. Membership groups are those to which an individual already belongs, such as family, friends, or colleagues. Aspirational groups are those that an individual wishes to join or emulate, such as successful professionals, celebrities, or admired social cliques.

The influence of a reference group can be positive, encouraging pro-social behavior and personal growth, or negative, leading to conformity to undesirable norms or risky behaviors. Marketers and social scientists often study reference groups to understand consumer behavior and social influence, as they are powerful determinants of individual actions and perceptions. The concept helps explain why people adopt certain trends, values, and lifestyles based on the groups they associate with or admire.