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“Subcultures, Reference Groups, and Households”  Please respond to the following:

  • Watch the video titled “Stay-At-Home Dads Form Group” (2 min 31 s) located here. Project how marketing to the segment of the stay-at-home dads will affect the buying behavior of their children in years to come. Determine to ways to counteract or foster the positive or negative influences for products that you believe may be affected.
  • Examine how communication strategies work in conjunction with reference groups. Select two different reference groups, and determine whether reference group communication assists or inhibits the consumption process.
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