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https://hdl.handle.net/2440/86834
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Type: | Journal article |
Title: | Intrapersonal variation in consumer susceptibility to normative influence: toward a better understanding of brand choice decisions |
Author: | Orth, U. Kahle, L. |
Citation: | Journal of Social Psychology, 2008; 148(4):423-447 |
Publisher: | Heldref Publications |
Issue Date: | 2008 |
ISSN: | 0022-4545 1940-1183 |
Statement of Responsibility: | Ulrich R. Orth, Lynn R. Kahle |
Abstract: | The authors examined intrapersonal variation in consumer susceptibility to normative influence as a key mediator of wine brand choice. On the basis of a consumer sample, the authors found that individual values and social identity complexity affect consumer susceptibility to normative influence with downstream effects on (a) which brand benefits consumers desire in wine and (b) choice. Individuals higher on internal values and with more complex social identities were less susceptible to normative influence and placed less emphasis on social brand benefits. Separate examinations of consumption scenarios with and without salient reference groups showed that reference group salience interacts with personal values and social identity complexity in affecting consumer susceptibility to normative influence, which in turn affects which brand benefits consumers desire and consequently choice. |
Keywords: | consumer behavior; impression management; social identity; values |
Rights: | Copyright © 2008 Heldref Publications |
DOI: | 10.3200/SOCP.148.4.423-448 |
Published version: | http://dx.doi.org/10.3200/socp.148.4.423-448 |
Appears in Collections: | Aurora harvest 7 Business School publications |
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