Ishan BhatnagarAIR 5 · CSE 2025 · 199 wordsTheir whole copy
Opening · a definition
None written.
Body · points and prose
Robert K. Merton described the reference group as the group of individuals having aspirational status that have a disproportionate influence of shaping societal norms. Reference Group Behaviour refers to behaviour of individuals of other groups where they seek to emulate the reference group in order to be perceived as higher status.
Impact on shaping consumer choices
Impact of reference group behaviour on shaping consumer choices of urban youth can be understood through M.N. Srinivas' lens of Westernization as follows -
(i) emulation of Western lifestyles. e.g: live in, DINK.
(ii) emulation of Western standards of dressing,
cuisine, music. e.g: McDonald's & fast food culture.
(iii) Emulation of Western language, metaphors, idioms. e.g: sale of Indian English fiction.
(iv) Emulation of Western ideas of modernity, like gender parity, less influence of purity-pollution.
→ Influence of other regions e.g: Korean shows
However, with globalization
↳ Re-assertion of identity (Samir Amin)
↓
Fusion culture e.g: McAlooTikki, fusion music.
Limitations of applying reference group theory → Mistaken modernity: Deepankar Gupta points out outward emulation without ideational change.
Close · a summary
↳ Religious revivalism among the youth, looking back at ancient culture.
Hence, reference group theory is only partially explanatory of urban youth culture.