about products and services, brands or shops
Posted: Tue Jun 17, 2025 9:05 am
2. Reference groups
The influence of the reviews is stronger the more credible the reference group is. According to the Kroezen brothers, there is growing trust in other consumers who have a similar interest (peers). In the case of booking holidays, a lot of money is involved (high involvement) and there is so much information available that a way is sought to see whether clarity can be obtained via reference groups. Reference groups can provide the consumer with information
This information can be directly transferred to the consumer via friends, family and/or peers, but can also be obtained via social media these days. In both cases, the information is collected very consciously by the consumer.
There may be various reasons why consumers use reference groups, for example to obtain information or to brother cell phone list obtain confirmation of their self-image and possibly improve it ( Nederstigt and Poiesz, 2010 ).
When consumers look at online reviews, they do so to orient themselves, but more importantly, to check the information they have found. Too much information can cause doubt and uncertainty. That is why consumers opt for a 'second opinion', from family and friends, but also by reading online reviews. For example, around 87% of respondents in the Werner Kleiss study use online reviews. They do this to reduce the chance of making the wrong choice, to confirm their choice, to get inspired, to get excited about their holiday or to make a choice more quickly. Tripadvisoroffers the option of selecting reviews written about the various hotels based on 'peers'. For example, reviews written by families, couples or business travellers, but also by your own (virtual) friends thanks to a link with Facebook. When more details of the writer of the review are provided, the reader can identify themselves better. Linking the real identity to the online identity gives more confidence.
The influence of the reviews is stronger the more credible the reference group is. According to the Kroezen brothers, there is growing trust in other consumers who have a similar interest (peers). In the case of booking holidays, a lot of money is involved (high involvement) and there is so much information available that a way is sought to see whether clarity can be obtained via reference groups. Reference groups can provide the consumer with information
This information can be directly transferred to the consumer via friends, family and/or peers, but can also be obtained via social media these days. In both cases, the information is collected very consciously by the consumer.
There may be various reasons why consumers use reference groups, for example to obtain information or to brother cell phone list obtain confirmation of their self-image and possibly improve it ( Nederstigt and Poiesz, 2010 ).
When consumers look at online reviews, they do so to orient themselves, but more importantly, to check the information they have found. Too much information can cause doubt and uncertainty. That is why consumers opt for a 'second opinion', from family and friends, but also by reading online reviews. For example, around 87% of respondents in the Werner Kleiss study use online reviews. They do this to reduce the chance of making the wrong choice, to confirm their choice, to get inspired, to get excited about their holiday or to make a choice more quickly. Tripadvisoroffers the option of selecting reviews written about the various hotels based on 'peers'. For example, reviews written by families, couples or business travellers, but also by your own (virtual) friends thanks to a link with Facebook. When more details of the writer of the review are provided, the reader can identify themselves better. Linking the real identity to the online identity gives more confidence.