“Groups and Conformity” Michael R. Solomon author of “Groups and Conformity” talks about in one of his headings how people try to fit in just to be cool. Michael R. Solomon gives an example about a guy with a motorcycle trying to fit in. The guy would have tattoos and would smoke just so he could be like the other motorcycle men. Solomon says, “Reference groups are actual or imaginary individual groups conceived.” (Solomon 591) Michael R. Solomon talks about the different types of reference groups in this article he wrote. A referent may be a cultural figure who has an impact on many people or a person or group whose influence operates only in the consumer’s immediate environment Mr. Solomon says.
