Excerpt from Small Group Theory and Marketing Research
Groups are an important focus for study simply because an individ uel's behavior is influenced by other people. A person's preference for particular foods or certain fashions is influenced to a large extent by what others say is good or appropriate. The transportation needs of a family may require a man to forego the pleasure of a sportscar for the practicality of a station wagon. A computer salesman supplies information to a prospect and in turn gets a contract.
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