Face-to-face reference groups have the greatest impact on consumers.

Question

Quizplus · Accepted Answer

Face-to-face reference groups involve personal interactions and recommendations from individuals and are considered more persuasive and influential than other reference groups like virtual or aspirational reference groups. Research has also shown that individuals are more likely to follow the recommendations of people they know and trust, making face-to-face reference groups highly impactful on consumer behavior.

Face-To-Face Reference Groups Have the Greatest Impact on Consumers