e视人苦 Reference groups Membership groups(direct influence) Primary groups(i.e, families, friends, colleagues.) Secondary groups (i.e, religious, professionals Aspirational groups Those one hopes to join Dissociative groups Those whose values and behavior an individual rejects Opinion leader Who offers advice or information about a specific product or product category 2008-3-242008-3-24 10 • Reference groups – Membership groups (direct influence) • Primary groups (i.e., families, friends, colleagues…) • Secondary groups (i.e., religious, professionals…) – Aspirational groups • Those one hopes to join – Dissociative groups • Those whose values and behavior an individual rejects – Opinion leader • Who offers advice or information about a specific product or product category