Informal group influence among situationally/dispositionally-oriented consumers
Richard C. Becherer D.B.A., Fred W. Morgan Ph.D., Lawrence M. Richard Ph.D.
Journal of the Academy of Marketing Science · 1982 · Volume 10 · Issue 3
Abstract
Consumer susceptibility to reference group influence has been demonstrated for certain products and buying situations. This article reports a study designed to determine if reference group influence varies between consumers classified as situationally-oriented and dispositionally-oriented. Results indicate a considerable difference between the two groups.
Keywords
Consumer Behavior, Product Type, Social Comparison, Source Credibility, Group Influence
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