Noelle Lee's Blog

We know that social factor is one of the factors that influence consumer decision process. Some examples of social factors are family members, reference groups, and culture. Many companies realize how the images from consumers’ reference groups can greatly affect their purchasing behaviours, thus they always include celebrities in their advertisements.

In recent months, some of Katy Perry’s songs are very popular among teenagers. OPI make use of Katy Perry’s popularity and teamed with her to introduce the Katy Perry nail polish collection.

Consumers always try to identify and affiliate with their reference groups to create or maintain their self-image. Many teenagers may purchase the new Katy Perry Collection by OPI because they see Katy Perry as their role model and wanted to look like her: a fashionable, sexy, and talented celebrity.