Involvement and Reference Group Influence

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Involvement and Reference Group Influence by C. Whan Park examines how personal relevance and social dynamics shape consumer decision-making. This book explores two powerful psychological forces: an individual's level of involvement with a product or brand, and the influence exerted by peers, opinion leaders, and aspirational groups.

Park draws on decades of behavioral research to illustrate how highly involved consumers process information differently than those with low involvement, and how reference groups subtly (or overtly) guide preferences, purchases, and brand attitudes. He offers frameworks for understanding when and how social influence becomes most impactful-especially in high-stakes or identity-driven buying contexts.

This book is essential for academics, marketers, and behavioral strategists seeking to decode the interaction between internal motivation and external social cues. As part of the Legend in Consumer Behavior series, it underscores Park's enduring contributions to understanding the social and personal factors behind consumer choices.