Measurement of Consumer Susceptibility to Interpersonal Influence

William O. Bearden; Richard G. Netemeyer; Jesse E. Teel

doi:10.1086/209186

Abstract

The development of a scale for measuring consumer susceptibility to interpersonal influence is described. Consumer susceptibility to interpersonal influence is hypothesized as a general trait that varies across individuals and is related to other individual traits and characteristics (McGuire 1968). The construct is defined as the need to identify with or enhance one's image in the opinion of significant others through the acquisition and use of products and brands, the willingness to conform to the expectations of others regarding purchase decisions, and/or the tendency to learn about products and services by observing others or seeking information from others. A series of studies provides evidence to support the convergent and discriminant validity of a two-dimensional scale.

Keywords

PsychologyInterpersonal communicationInterpersonal influenceSocial psychology

Affiliated Institutions

Columbia College - South Carolina US

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Publication Info

Year: 1989
Type: article
Volume: 15
Issue: 4
Pages: 473-473
Citations: 2154
Access: Closed

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APA Style

                            
                                    William O. Bearden, 
                                
                                    Richard G. Netemeyer, 
                                
                                    Jesse E. Teel
                                
                            (1989). 
                            Measurement of Consumer Susceptibility to Interpersonal Influence. 
                            Journal of Consumer Research
                            , 15
                            (4)
                            , 473-473.
                            https://doi.org/10.1086/209186

Identifiers

DOI: 10.1086/209186