Ever thought ProActive could be used as a reference group. When you watch their commercials, you would never think that by watching people wash acne off there face, you are using them as a reference.
Reference groups are anything that people can use as a reference. In the case of the ProActive commercials, many teenagers watch the commercials and think to themselves, "I wish my face could look that clean." By saying and thinking that, the viewer is automatically using the people in the commercials as reference groups . The teenagers are setting the actors as references to which they will stand by and think that is the teenager in the ad can do that, then so should I.
Many advertisers try to get this message across so that people will buy their products in hopes that they will experience the same effect that the actors experienced.
Here is the proactive commercial that I recently viewed portraying reference groups and how they are used to make the consumer/viewer believe "If I use that product I will have the same results as Kelly Clarkson."
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