referencegrupper

Referencegrupper, or reference groups, are groups that individuals compare themselves with or aspire to join, shaping attitudes, values, and behavior. The concept is used across sociology, psychology, marketing, and consumer research to explain how social surroundings influence decisions. A referencegrupp can be real or imagined and may influence through norms, information, or a combination of both.

Types include normative influence (conforming to group expectations) and informational influence (seeking information from the group). They can be membership groups (to which a person belongs) or aspirational groups (to which a person would like to belong). They are often categorized as primary (close, frequent interaction) or secondary (more distant, less frequent), and as formal or informal.

The effects of reference groups include shaping choices about clothing, technology, brands, politics, and life goals, as well as contributing to social identity and self-concept. They can promote conformity or, in some contexts, encourage critical thinking and independent judgment.

Applications are common in marketing and organizational settings. In marketing, identifying influential reference groups helps explain consumer behavior, with strategies such as testimonials, peer reviews, influencer collaborations, and social proof. In organizational contexts, referensgrupper can denote advisory or stakeholder groups that provide external expertise, legitimacy, and input for decision-making.

Research methods include surveys, focus groups, social network analysis, and ethnography to understand which groups matter and how their norms diffuse. Examples include teen peer groups influencing fashion choices, professional associations shaping industry standards, and online communities affecting product perceptions. See also social influence, consumer behavior, and referent power.