The Reference Group Theory

Reference Group Theory suggests that individuals evaluate their own behavior, attitudes, and preferences based on the norms and standards of groups they identify with or aspire to join. These groups, called reference groups, influence our decisions and perceptions by providing benchmarks for what is considered normal or desirable. For example, someone’s fashion choices or opinions about certain products may be shaped by the trends and values of their social circles. Essentially, our identities are, in part, constructed through the references we use from these groups to guide our judgment and behavior.