Influence of peers on consumer practices: analysis of the reference group in the film Mean Girls

• Autor(a) principal: Moura, Larissa Pereira Alexandria de
• Data de Publicação: 2020
• Outros Autores: Araujo, Fábio Francisco de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242014
• topic: consumer behavior; reference groups; social power; social identity.; comportamento do consumidor; grupos de referência; poder social; identidade social.

The purpose of this article is to analyze how the influence of the reference groups and the social power affects the consumer behavior; this analysis is made from the movie Mean Girls. The article adopted the method of qualitative analysis of moving images, making a description of the film in the sequences (narrative units) and, finally, performing a content analysis. From this analysis, it was possible to demarcate the potential categories referring to the social power of the characters studied as coercive power, reward power, power of legitimate reciprocity and power of information. The results indicate to the discussion of social power as a useful tool to the members of a society, in order to make individuals aware of the mitigation of the effects of a segregated environment of high competitiveness and thus to strike the balance between who they are and the influence of the groups they belong