Any person/group that serves as a point of comparison for an individual in forming either general values, attitudes, or a specific guide for behavior. Two or more people who interact to accomplish either individual or mutual goals. From a marketing perspective these groups serve as frame of reference for individuals in their purchase and consumption decision. Probably the Family Influences in our lives is the family we grew up in. It has been said that parents always screw up their kids, it is just a matter of how bad.
Lecture on Reference Groups and Family Influences
