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Desire to "fit in"

 Humans are social creatures and often have the desire to "fit in" with a group of people who share similar values. Am individual may chose to be with a group of people for their similar taste in food. Often times, individuals who all like the same brand, such as Harley Davidson, band together and ride together. They are like one big family. That is why Harley Davidson is so successful as a brand. Bikers are willing to buy helmets, apparel, mugs, jewelry, pillows, blankets, etc. with the famous logo on it and at a high price because that is what they identify as. 






My junior year of college I decided to join a professional business fraternity on campus. I wanted to meet more people who share the same passion for business that I do. I wanted to make more friends who are as committed to school as I am. Besides making numerous new friends and colleagues, I have the opportunity to engage in community service and meet potential employers. I enjoy being part of a group of like-minded individuals who look out for one another and act as a family. I love feeling like I belong. I believe everyone does. The fraternity is part of my identity and has influenced some of my buying decisions. I have purchased apparel with our letters on them as well as recruitment shirts and raffle tickets. I find myself buying things that help benefit the fraternity in some way. 


Many brands use celebrities in their ads to influence consumer's buying decisions. Marketers rely on referent power to persuade individuals to buy their products. Consumers are more likely to buy a proud if the celebrity they look up to endorses the product or brand. One of the most famous celebrity endorsements is LeBron James endorsement of Nike.


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