Max is trying to get into a fraternity in college. Because he wants to be accepted by this group, he notices the brand of clothes they all seem to wear and the type of beer they drink at parties, and he does the same. Actually, he doesn't even like beer, but that seems to be what is expected of people in this fraternity. What influence does this fraternity represent with respect to Max's consumption behavior?
A)culture
B)social class
C)reference group
D)family
E)trend spotting

Question

Quizplus · Accepted Answer

The fraternity represents a reference group for Max, as he is using their behavior and preferences as a guide for his own consumption choices in order to be accepted by and conform to the norms of the group.

Max Is Trying to Get into a Fraternity in College