Other people and groups often influence our decisions about what to buy. We seek out others who share our interests in products or services. Value-expressive influence is a form of reference group. A reference group is an actual or imaginary individual or group conceived of having significant relevance upon an individuals evaluations, aspirations, or behavior.
Value-expressive influence include individuals that feel that the purchase or use of a particular brand will enhance the image others have of him or her. The individual feels that those who purchase or use a particular brand possess the characteristics that he or she would to have.
All this ads show more about the lifestyles you can have if you buy those products. What kind of people consume those products. What can you become if you wear that, consume that, drink that, etc. These brands are have a high value-expressive influence.
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