People can search for behavioral cues for multiple reference groups at the same time, and these reference groups are not a defined size and do not require an individual to explicitly identify with that group. They are not groups or individuals who have consciously or intentionally organized themselves to represent certain social values. These are conceptual groups that often cannot be formally joined; Normative reference groups serve as a source for an individual`s norms, values and attitudes. People admire these groups for understanding how to behave in an environment. For example, a child in a new school may turn to older peers to understand acceptable ways to dress and behave in cliques. Latinos, America`s fastest-growing minority, are even more underrepresented in Congress. For example, someone may avoid dressing or speaking in the same way to a group with low criminal status (Merton, 1968). Asian Americans are a group of persuasive undecided voters who are growing faster than any other group in America today. Reference groups have several important characteristics (Barkan 2011): each small family group had its say earlier in the evening and exchanged domestic gossip. The expression of the norms and behaviours of reference groups through consumption is one of the most visible examples of this phenomenon. For example, when we choose the clothes we want to buy and wear, we usually refer to the people around us, such as friends or peer groups, colleagues, or stylistic reference groups such as “preppy,” “hipster,” or “ratchet.” We measure what is normal and expected by paying attention to our reference group, and then we reproduce these norms in our own consumption choices and appearance.
In this way, the collective influences our values (what is cool, enjoyable, or appropriate) and our behavior (what we buy and how we dress). As a rule, reference groups are informal, which means that they are not structured and do not work towards specific objectives. Instead, group membership is based on shared interests and values. Conversely, there are formal reference groups in which the members of a collective have specific objectives and a rigid structure and hierarchy. These may include, for example, trade unions and religious groups. Muzafer Sherif (1953) suggested that humans are unique in the way they exhibit reference group behavior by changing their behavior based on what they learn from their social environment. This can be done either by assimilating the values of other individuals or groups, or by acting contrary to the social norms of other individuals or groups. This process of behavioural adaptation means that reference groups become sources of individual understanding of self-identity, cognition, and perception. They also allow people to evaluate their behavior and performance in a social or professional situation. Becoming a member of a reference group means adopting the lifestyle and values of a group.
For example, an immigrant in France may need to learn how to integrate French culture into their own lifestyle in order to cultivate a sense of acceptance and belonging. They can be tested formally or informally for this integration; Reference groups can be used to promote goods or services. One category of reference groups used by marketers is that of consumer-relevant groups. Certain groups, such as family and friends, can have a huge impact on consumer behavior by pressuring a person to adhere to group norms. This idea of consumer-relevant groups has been used in advertising by appealing to groups that an audience can relate to. The individual may be inspired to behave like the individuals in the group and adopt his or her consumer behavior. Louis couldn`t help but see the handsome group through the half-dark curtains of the open door. After all, someone`s reference group is in a state of almost constant flow. As people enter new social environments and stages of life, they turn to affinity groups for self-assessment. Someone who aspired to join the “cool kids” as a teenager can aspire to live a lifestyle as they see as an adult on their friends` social media. A reference group is a set of people that we use as a reference for ourselves, whether or not we are part of that group.
We rely on reference groups to understand social norms, which then shape our values, ideas, behaviour and appearance. This means that we also use them to assess the relative value, expediency or relevance of these things. Take, for example, a political advertiser. The recruiter may assume that members of the local branch of the opposing political party have values and behaviours that they despise and do not want to emulate. You can also be in regular contact with members of this reference group within the Community. These members of political parties can be considered part of a rejection group. Gender norms are another clear example of how reference groups shape our thinking and behaviour. From an early age, boys and girls receive explicit and implicit messages from their peers and from the media that dictate norms of behaviour and appearance.
As we grow up, reference groups shape our grooming habits based on gender (shaving and other hair removal practices, hairstyling, etc.), how we interact with others based on their gender, how we physically wear and behave our bodies, and the roles we play in our personal relationships with others (how to be a “good” wife or husband, or a son or daughter, for example). They establish ideals of behaviour and attitudes, values and ideologies for those related to them; Comparative comparison groups, on the other hand, are those that people can use as a criterion against which they compare themselves in self-assessment. For example, in the same school scenario, a student can compare themselves to those who score high and score on tests to assess their abilities and performance. The concept of reference group is one of the most fundamental in sociology. Sociologists believe that our relationship with groups and society as a whole shapes our individual thinking and behavior. How we deal with reference groups is at the heart of how social groups and society exert social power over us as individuals. By looking for reference groups – be it race, class, gender, sexuality, religion, region, ethnicity, age, or localized groups defined by neighborhood or school, among others – we see dominant norms and values, and we choose to embrace and reproduce them either in our own thoughts. behaviours and interactions with others; Or we reject and refute them by thinking and acting in a way that breaks with them. The concept of reference groups is important for understanding socialization, conformity, and how people perceive and evaluate themselves (Newcomb, 1953). Whether we are aware of it or not, we look for several reference groups that shape our thinking and behavior on a daily basis.
Kuhn, M. H. (1964). The Reference Group reconsidered its decision. The Sociological Quarterly, 5(1), 5-21. Merton, R. (1968). Social theory and social structure. The free press.
By far the most important of the conjugated sulfates and representative of the group is potassium indoxyl sulfate. “Reference Group”. Merriam-Webster.com Dictionary, Merriam-Webster, www.merriam-webster.com/dictionary/reference%20group. Retrieved 8 December 2022. Two miles away, on the south side of the gorge, were the Sepoy lines and another group of isolated bungalows. Bell, Kenton, ed. 2013. In: Open Education Sociology Dictionary. Retrieved 8 December 2022.
(sociologydictionary.org/reference-group/) The American social psychologist Theadore Newcomb (1953) created two other categories of reference groups depending on the nature of the comparison between them. These are positive and negative reference groups. Someone could look at the norms, attitudes or values of the reference group members. For example, someone joining a new job may search for older employees in the company to get clues about how they dress, talk, and behave in a way that is accepted by their office`s social reference group. To do this, an individual can choose from several existing social groups (Barkan, 2011). There are two types of positive reference groups: contractual and desirable. A contracting group is a positive affinity group with which someone has personal contact and whose ideology they endorse. By adopting the norms of a reference group and expressing them ourselves, we make important connections with others that lead to social acceptance – this is how we “fit in” and achieve a sense of belonging. Conversely, those of us who do not embrace and do not want to adopt and express the norms of the reference groups expected of us, could be considered pariahs, criminals or, in other cases, revolutionaries or trendsetters. In the meantime, this advertiser can annoy the group of people who run a political party. Although they may despise party superiors for similar reasons why they dislike members of the withdrawal group, they are unlikely to have contact with them.
In this case, political superiors are an avoidance group (Barkan, 2011). In the meantime, desirable reference groups are those you don`t have contact with, but which still inspire someone to adopt their standards. For example, a young athlete may admire the habits of professional basketball players, even if they have never met them. Reference groups could be set up as behavioural models or as a representation of objectives or achievements. People can have many different affinity groups in different areas of their lives, friends, peers, and family.
