Hello! I heard some other colleagues talking about reference groups, and I was wondering what they are referring to$?$ Could you explain that to me$?$

Of course! Reference groups serve as sources of comparison, influence, and norms for consumers. The three types of reference groups are membership, aspirational, and dissociative groups. Membership groups are groups that consumers are associated with. Aspirational groups are groups of which consumers aren't members but wish they were. Dissociative groups are groups that consumers reject or avoid being associated with.

Yes, for sure. Reference groups serve as sources of comparison, influence, and norms for consumers. The two types of reference groups are anticipatory groups and symbolic groups. Anticipatory groups refer to groups that consumers wish they were