ABSTRACT
Marketers often use the notion of "reference groups" to create positive associations with the products they wish to promote. The term reference group refers to those groups or group members who can influence consumers' attitudes and behaviors. Dissociative influence is heightened when the consumers own membership group identity is particularly salient. Interestingly, the dissociative effect can be a more compelling motivator than the desire to associate with an in-group. Marketers can successfully promote a brand or focal option by associating the alternative option with a dissociative reference group. When a consumer learns that a dissociative out-group performs comparatively well on a positively viewed behavior, and the context is very public in nature, the consumer is more likely to respond with similar actions. Providing information regarding the comparatively positive actions of a dissociative out-group may be an effective behavior-change strategy when a consumer's behavior is likely to be publicly viewed by others.
