Tendinta unui individ de a se lasa influenta in decizia de cumparare de grupurile de referinta si de normele sociale; a fost semnalata prima data de psihologul S.E.Asch. vezi Group Influences (influentele de grup); Reference Group (grup de referinta).
A tendency, first recorded by the psychologist S.E.Asch, for an individual's purchase decisions to be influenced highly by reference groups and group norms. See Group Influences; Reference Group.
