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Dissociative reIerence groups (i.e., those groups we wish to avoid being associated with) in inIluencing consumer preIerences. The current research suggests that not only are people oIten motivated to attain positive outcomes, but they are also motivated to avoid negative outcomes.
Dissociative reIerence groups (i.e., those groups we wish to avoid being associated with) in inIluencing consumer preIerences. The current research suggests that not only are people oIten motivated to attain positive outcomes, but they are also motivated to avoid negative outcomes.
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Dissociative reIerence groups (i.e., those groups we wish to avoid being associated with) in inIluencing consumer preIerences. The current research suggests that not only are people oIten motivated to attain positive outcomes, but they are also motivated to avoid negative outcomes.
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THE INFLUENCE OF DISSOCIATIVE REFERENCE GROUPS ON CONSUMER
PREFERENCES Katherine White, University oI Calgary Darren W. Dahl, University oI British Columbia EXTENDED ABSTRACT ReIerence groups reIer to those groups or group members who are 'psychologically signiIicant Ior one`s attitudes and behavior" (Turner 1991, p. 5). The current paper Iocuses on an underrepresented topic in the marketing and psychology literatures - the role oI dissociative reIerence groups (i.e., those groups we wish to avoid being associated with) in inIluencing consumer preIerences. There are many examples oI consumers avoiding products associated with particular groups: the teenager who doesn`t want to wear his dad`s aItershave, the baby boomer who won`t use products associated with being 'elderly, the college student who avoids dressing 'geeky, etc. Although anecdotal evidence suggests that people are oIten motivated to avoid being associated with particular groups, we empirically examine the hypothesis that dissociative reIerence groups can inIluence consumer judgment and behavior and identiIy key boundary conditions oI these eIIects. The majority oI extant research on reIerence groups has Iocused on the role oI membership reIerence groups (i.e., those groups we are currently members oI |e.g., a Iamily, one`s gender group, etc.|) and aspirational reIerence groups (i.e., those groups we aspire to be members oI |e.g., celebrities, athletes, etc.|) in inIluencing consumer preIerences. The current research suggests that not only are people oIten motivated to attain positive outcomes (as might be attained by aligning the selI with membership and aspirational reIerence groups), but they oIten are motivated to avoid negative outcomes (as might be accomplished by avoiding dissociative reIerence groups). Thus, it is predicted that dissociative reIerence groups can exert social inIluence over consumer judgment and choice. In study 1, we used gender to manipulate reIerence group and predicted that males would be te.. ivctivea to cboo.e and would have more vegatire eratvatiov. of a product that is associated with a dissociative (i.e., Iemale) reIerence group than a product that is not associated with a dissociative reIerence group. We tested these predictions by having participants imagine they would be attending a banquet Ior work. They were asked to choose Irom among various menu options. In the cheI`s cut condition participants` choices oI the key itemsteakincluded the cheI`s cut (10 oz) or the house cut (12 oz). In the ladies` cut condition participants` choices oI steak included the ladies` cut (10 oz) or the house cut (12 oz). Thus, this study used a 2(participant gender: male vs. Iemale) x 2(reIerence group label: ladies` cut vs. cheI`s cut) x 2(steak sise: 10 oz vs. 12 oz) mixed model design (with steak sise as the within subjects measure). SpeciIically, we predicted that, in the ladies cut condition, males would be less likely to choose and would have less positive evaluations oI the ladies` cut (10 oz) than the house cut (12 oz) steak. We did not predict a similar diIIerence in choice or evaluations in the cheI`s cut condition (i.e., between the cheI`s cut (10 oz) and the house cut (12 oz) steaks). Finally, we predicted that Iemales would not be inIluenced by the alternative reIerence group labels because being a 'lady is not a dissociative reIerence group Ior them. The Iirst dependent variable was the proportion oI males and Iemales who indicated they would choose the 10 oz versus the 12 oz steak Ior their entree. The second dependent variable was participants` evaluations oI 314 the diIIerent steaks. The results revealed that, as predicted, males were signiIicantly less likely to select and had more negative evaluations oI the ladies` cut than the house cut steak. There was no diIIerence in choice or evaluations when the 10 oz steak was called cheI`s cut. In addition, Iemales were not diIIerentially inIluenced by the reIerence group label. In study 2, we used a similar methodology as study 1, but also manipulated whether male participants were consuming the steak in public or private. The Iindings oI this study demonstrated that males were less likely to choose and had more negative evaluations oI the ladies` cut steak when consumption was to occur in public rather than private. Finally, in study 3, we operationalised dissociative reIerence groups in a diIIerent wayby examining national identity. In this study, Canadian students were primed (versus not primed) with their own national identity and were asked to evaluate a variety oI stationery items, including the key itema pen. In the American condition the pen was called 'American (which represents a dissociative reIerence group Ior Canadians) and in the neutral condition the pen was called 'Vintage. Once again, participants were motivated to avoid a product associated with a dissociative reIerence group. In particular, Canadian students rated a pen that was associated with American identity ('American Pen) more negatively then a pen that was neutral ('Vintage Pen), particularly when participants own identity was primed. Taken together, these three studies provide evidence that consumers can indeed be inIluenced by the desire to avoid particular group memberships. The current studies extend the classic literature on reIerence group inIluence on consumer preIerences by examining the inIluence oI dissociative associations on consumer evaluations and choice. In addition, we demonstrated that dissociative eIIects can be stronger and more reliable than associative eIIects. In study 1, although males were motivated to avoid the product associated with a dissociative group, Iemales did not Iavor an alternative that was associated with a membership group. Important moderators oI these dissociative reIerence group eIIects were also identiIied. 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