Focus Chapters: 8–10 (Group and Interpersonal Influence, Culture and Microcultures) Objective: Analyze how external factors shape consumer choices. Instructions: – Discuss how family, peer groups, culture, or social class affect the target consumer’s purchasing behavior. – Identify how the brand aligns with cultural values or subcultures (e.g., sustainability, innovation, lifestyle). – Include data, visuals, or real examples (ads, posts, or endorsements). Deliverable: 1-2 page written document and corresponding PowerPoint slides for Checkpoint 3 information Key Text Concepts: reference groups, opinion leaders, culture, word of-mouth influence.