Abstract
Summary The impact of person and situation on the influence of informal reference groups on consumer behavior is discussed. The social psychological construct of self-monitoring was utilized to examine the person factor, while the social-nonsocial nature of products represented the situation factor. The study employed 141 male and female undergraduates who responded to two measures of co-orientation with informal reference groups and three measures of consumer behavior: information seeking, information source credibility, and group influence on product choice. Results indicate that informal group influence on consumer behavior was significantly greater for high self-monitors as compared with low self-monitors. Situational variations were minimal.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
