Research Note - Trading Up: A Strategic Analysis of Reference Group Effects

@article{Amaldoss2008ResearchN,
  title={Research Note - Trading Up: A Strategic Analysis of Reference Group Effects},
  author={Wilfred Amaldoss and Sanjay Jain},
  journal={Marketing Science},
  year={2008},
  volume={27},
  pages={932-942}
}
Reference groups influence product and brand evaluations, especially when the product is a publicly consumed luxury good. Marketers of such luxury goods need to carefully balance two important social forces: 1 the desire of leaders to distinguish themselves from followers and 2 the countervailing desire of followers to assimilate with leaders. In this paper, we examine the theoretical implications of these social forces for firm prices, product design, and target consumer selection. We show… CONTINUE READING

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