Respuesta :
A group in which a consumer desires to become a member is called a(n) aspirational group.
An aspirational group is a reference group that an individual wishes to associate with. It is often the reference group of another individual whom one finds admirable or inspiring. In aspirational groups, there is a significant amount of prestige or notability that an outside individual desires to attribute to his or her identity. For instance, an employee in a business organization finds his six-figure earning co-workers all drive current Lexus or Mercedes Benz vehicles. He, on the other hand, drives a 1995 Volkswagen. He wishes to join his co-workers’ group and wants to change his current image in order to attribute the notability of the out-group to himself. Once he can afford a luxury car to attain membership in such a group, he can then become a member of the aspirational group to enhance his self-perceived identity.
In addition to enhancing one’s sense of self-worth, a key reason for desiring to associate with an aspirational group is to improve one’s image. As Lessig and Park (1978) explain, “What is important is the psychological image associated with the group whether the group is real or imaginary” (p. 42). It is one’s desire to be visible and to have others view oneself as a valid member of a group that is imperative to one’s satisfaction when attempting to associate with an aspirational group. High proximity with individuals of the aspirational group becomes crucial in order to keep up with the increasingly dynamic lifestyle of a group that one may not be accustomed to living.
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