Asch Phemonenon

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MONASH Marketing DictionaryDownload this dictionary
Asch Phemonenon
a tendency, first recorded by the psychologist S.E.Asch, for an individual's purchase decisions to be influenced highly by reference groups and group norms. See Group Influences; Reference Group.

2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing, Faculty of Business and Economics, Monash University; edited by Mr. Don Bradmore.

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