Unul dintre cele trei tipuri de influenta exercitata asupra consumatorilor (impreuna cu influenta informationala si influenta normativa) de catre grupurile de referinta; influenta comparativa apare cand grupul de referinta furnizeaza metode prin care consumatorul sa poata compara credintele sale, atitudinile si comportamentul sau. Influenta comparativa este cu atat mai mare cu cat exista o similaritate mai mare intre opiniile cnsumatorului si cele ale grupului de referinta. Vezi Reference Group (grup de referinta); Informative Influence (influenta informativa); Normative Influence (influenta normativa).
One of three types of influence exerted on consumers (with informational influence and normative influence) by reference groups; comparative influence occurs when the reference group provides the means by which consumers compare their beliefs, attitudes and behaviour - the more similarity there is between a consumer's opinions and those of his or her reference group, the greater the comparative influence of that group. See Reference Group; Informative Influence; Normative Influence.
