Short Answer
The kind of reference group influence, which Harley- Davidson has over affluent baby boomers, is to stir in them an urge to get on the road, be a little reckless, and to persuade them to join that subculture of Harley- Davidson bike owners. With licensed Harley symbols decorating casual wear and with the appearance of trendy Harley- Davidson cafes in several cities, Harley- Davidson has clearly called out come be with us, come join our adventures, be like us, be a Harley owner. What do we call the form of this reference group influence?
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