Hello class, a dissociative reference group is a marketing term that refers to a group of people that an individual does not like or want to be similar to. For example, for a protestor that strongly promotes a political party, the other political party would be the dissociative reference group for that individual. The groups can sway consumers into consuming or not consuming a brand based on that brands associated groups. Like in the previous example I used consumers that have strong political opinions would most likely to choose to buy products and services from another company if the first company decided to openly support a rival politician. Another example could be Chik-Fil-A because they openly support christianly ideals and some ideals that are not pro LGBTQ. A person that is christian and religous would see Chic-Fil-A as an associative or aspirational reference group while a member of the LGBTQ community may see this as a dissociative reference group. Consumer behavior is in every portion of the consumption process from problem recognition to post-purchase behavior. Every step of the consumption process consumer behavior should be evaluated because it can differentiate where the consumer buys from and how the company is percieved for future or repeat customers. Fitting consumer behavior into marketing strategy is important because this will allow a marketer to appropriately adjust their strategy to wants and needs of their target market, thus generating more value from their marketing.

Reply to at least two of your classmates. Be constructive and professional in your responses. Minimum 150 words