Reference groups impact your buying decisions both positively and negatively. In most cases, people model their behavior to be in line with what they think the group expects them to do. This is their choice towards adapting to the subculture of the group. Sometimes, however, someone also deliberately do the opposite of the group's cultural behavior if they want to distance themselves from what are called avoidance groups. They may conform to a reference group culture, and they may avoid other group cultures. Although someone may observe conformity in many settings (just remember high school), they do not always mimic others' behavior all the time. In many instances, someone might avoid a group. Describe the behaviors for an avoidance groups. Explain why someone would avoid the group's perceived cultural behavior (definition of avoidance group from the text). What types of products does the avoidance discourage people from purchasing? Considering those same products, describe a conformity reason (cross-culture conflict) why would someone might consider making the purchase in spite of the avoidance groups cultural influence.