A reference group may influence one's purchases because
A. they are members of the same social class
B. they are part of middle-class America
C. people make comparisons between themselves and others, or try to imitate other's behavior or purchase decisions
D. having a mink coat is considered a status symbol
E. an opinion leader is a person who influences others in the group
Answer: (C) A reference group may influence one's purchase behavior because people make comparisons between themselves and others. Reference groups are the social, economic, or professional groups an individual uses to evaluate their opinions or beliefs. A social class (A) is a group of people who have approximately equal social position as viewed by society. (B) is not relevant to the question at hand and is incorrect. (D) may be a status symbol, but this has no bearing on the question, so it is incorrect. An opinion leader (E) may be part of a reference group, but this refers to an individual rather than a group.