Reference Groups

Reference groups are persons, groups, and institutions one uses as points of reference. The following link is a YMCA ad that uses reference group influence.

http://vimeo.com/11177765

The 2 types of groups that the ad is a part of is secondary and membership. In the secondary groups the contact is infrequent, and the norms of the group are considered less biding or obligatory. In the ad it shows examples of people who go to Mt. Madonna YMCA and are asking people to join. The only thing is the YMCA isn't a huge part of peoples lives that is why it is influenced by secondary groups.

The other group the ad is influenced by is membership groups. Membership groups are those in which an individual claiming to be a member is so recognized by the head and key group members, even when the membership is informal. The YMCA is a group that makes you feel like you are part of a family and people know who you are. Their slogan is, "We build strong kids, strong families, strong communities." Once you join the YMCA you are part of that community.