Reference Group Influence Scale
RGIInfluence from an actual or imaginary individual or group on an individual's evaluations, aspirations, or behaviour. Comprises three motivational components: informational influence (accepting information from others to enhance knowledge or cope with the environment), utilitarian influence (complying with others' preferences because significant others can mediate rewards/punishments), and value expressive influence (enhancing self-concept by identifying with positive referents and dissociating from negative ones).
14 items
1977
α test-retest 0.43–0.96
Free
Park, C.W. & Lessig, V.P.
What it measures
The foundational measure of reference group influence in consumer research, validated across 20 product categories with housewife and student samples. Students are more susceptible than housewives for products like beer and cigarettes; housewives more susceptible for furniture. Mean scores across 20 products: informational 2.46–4.00, utilitarian 2.33–3.95, value expressive 1.93–3.97. The three dimensions should always be scored and interpreted separately. Bearden & Etzel (1982) adapted the scale to 6-point disagree–agree format with alphas 0.63–0.88 across dimensions. Items are written in the third person ('the individual') and should be rephrased for self-report administration.
Representative items
- The individual seeks information about various brands from an association of professionals or independent group of experts. (Informational)
- The individual's decision to purchase a brand is influenced by the preferences of family members. (Utilitarian)
- The individual feels that the purchase of a brand will enhance the image which others will have of him. (Value Expressive)
- The individual sometimes feels that it would be nice to be like the type of person advertisements show using a brand. (Value Expressive)
Citation
Park, C.W., & Lessig, V.P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4(2), 102–110.