Playing It Safe: Susceptibility to Normative Influence and Protective Self-Presentation

Journal of Consumer Research · 2004 · Volume 31 · Issue 3

Abstract

Two studies support the usefulness of susceptibility to normative influence (SNI) as a predictor of protective self-presentation—efforts to avoid undesirable or assailable self-presentations that may lead to disapproval. Study 1 finds that high SNI consumers are especially concerned about avoiding negative impressions in public settings. They respond more favorably to protective messages than do their low SNI counterparts, but only when the messages pertain to conspicuous benefits. Study 2 suggests that SNI is inversely related to individuals' tendencies to exaggerate similarities to their “ought” selves and their willingness to portray themselves more favorably than others. Overall, these findings suggest that high SNI consumers are averse to calling attention to themselves, especially when doing so may lead to disapproval.

Keywords

Personality, Self-concept, Group/Interpersonal Influences

Enable JavaScript for citation tools and additional paper interactions.