JCPenney is a well-know department store that is highly trusted in the fashion industry. Using reference groups is part of JCPenney's marketing strategy. Reference groups are persons, groups, and institutions one uses as points of reference. There are three forms of reference group influence and JCPenney's Back to School commercial uses the normative influence which occurs when a consumer's decision or action is based on his or her desire to conform to the expectations of someone else. In the ad for JCPenney, the expectation is to have fun and be dressed to impress on the first day of school . The ad shows teenagers having fun and dancing around with their friends, dressed in stylish new clothing. An important aspect of a teenagers' life is fitting in and looking cool around your friends. The targeted audience for this ad and the reference group influence used all makes sense by showing the clothing and the teenagers having fun with friends and fitting in.
http://www.youtube.com/watch?v=0V-0pW-tZX8
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