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-  2015 

The Normative Impact of Reference Group on Attraction Effect

Keywords: 参照群体 规范影响 吸引效应
Reference group Normative influences Attraction effect

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Attraction effect is a new definition of preference theory, which is of great theoretical value and of great significance in marketing practice. But its diversity scenes need further researching. In this paper, we discuss the variation of attraction effect when reference point changed with the perspective on reference group effect, according to the view of normative influence of reference group. It is proved that normative influence of reference group is a crucial variable to attractive factor.


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