QPractice question
In the Nike sponsorships example, Nike sponsorships primarily demonstrates which concept?
  1. A.Cognitive Dissonance
  2. B.Consumer Perception
  3. C.Reference Groups ✓
  4. D.The Consumer Decision Process
Why this answer:

Nike sponsorships is the textbook illustration of Reference Groups. The detailed walkthrough is in the concept guide. The other options are valid concepts but do not match the specific mechanics in this example.

How to think about questions like this

Application questions test whether you can connect a real-world example to the right framework. The trick is to ignore the surface details (industry, company name) and focus on the underlying mechanic the example illustrates.

For Reference Groups specifically, look for the signal: Reference groups predict brand choice, especially for visible products. That signal is what distinguishes the right answer from plausible-sounding alternatives.

Editor's note Want a deeper walkthrough? Our editors recommend pairing this with Reference Groups for a worked example you can adapt to your assignment.

Underlying concept

Concept · Consumer Behavior Reference Groups

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