Response to Gina Palomba's Post

Do you think reference groups reduce the search and evaluation of decisions? 

Speaking from a personal perspective i believe reference groups do reduce search and evaluation. The first source of information I go to in deciding a product to purchase are my friends. I go to them first because I know time personally and know that the only bias they have with products are from their personal experience with that product. With expensive or long term products, like a laptop, I may then go to other unbiased sources such as personal reviews or third party and specialist reviews of product. Overall though in any product in which I need help in evaluating a product I will go through primary reference groups.