Social Influences on Consumer Behavior

Behavioral scientists have become increasingly aware of the powerful effects of the social environment and personal interactions on human behavior. In terms of consumer behavior, culture, social class, and reference group influences have been related to purchase and consumption decisions. It should be noted that these influences can have both direct and indirect effects on the buying process. By direct effects means direct communication between the individual and other members of society concerning a particular decision. By indirect effects means the influence of society on an individual’s basic values and attitudes as well as the important role that groups play in structuring an individual’s personality.

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