Which is true of how reference groups influence consumer behavior? a. reference group norms do not constrain consumer behavior. b. consumers are prohibited from dissociating themselves from reference groups. c. consumers generally use the same criteria as their reference groups to make their own consumer decisions. d. consumers are influenced only by the reference groups to which they belong.

Option C

Explanation: In simple words, reference groups refers to the entity which directly or indirectly impacts the view of the costumers regarding a particular commodity or section of that particular commodity.

There are three types of reference groups which are as follows informative, utilitarian and expressive. Producing entities of the composites conspires such groups as of high importance because their influence and opinions can bring such producers heavy market share.

Consumers rely heavily on such sources and generally follow the perceptions that are made by such groups. Hence from the above we can conclude that the correct option is C.

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