Response to Gina P: Social Influences on Consumer Buying Decisions

Do you think reference groups reduce the search and evaluation of decisions?

when purchasing major products in your life such as automobiles, phones and other technology you really want to see what others have thought of the product or experience. these reference groups definitely reduce the search and evaluation of your decision. what others around us think has an effect on us and our own personal decisions. whether its a "cool" thing to have or just something small we still want others to be satisfied with the purchases we make.