Group marketing—the use of the psychological mechanisms underlying group influence to drive behaviors that benefit the firm—appeals to marketers because of the strong and pervasive effects of groups on the decision making and behaviors of their members as well as the ubiquity of grous in modern life. Strategically disclosing or limiting group relevant information in customer-to-customer communication, marketing communication, or even group member recruitment can guide a customer’s affiliation to the firm’s desired group. Les mer her