Article2012

Social Influence on consumer decisions: Motives, modes, and consequences

122 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract Research on consumer decision making has long recognized the influence of others. In this comment on Simpson, Griskevicius, and Rothman (this issue), we agree with them that consumer decisions are best understood in the social contexts in which these decisions are made. We explain how research on consumer social influence incorporates social motives, and we trace the effects of these motives on consumers’ information processing and their purchase and consumption decisions.

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1955A study of normative and informational social influences upon individual judgment.1961EFFECTS OF GROUP PRESSURE UPON THE MODIFICATION AND DISTORTION OF JUDGMENTS 2005Self‐Construal, Reference Groups, and Brand Meaning 2012Handbook of theories of social psychology 2008Examining the Relationship Between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets 2003Party Over Policy: The Dominating Impact of Group Influence on Political Beliefs.2007Where Consumers Diverge from Others: Identity Signaling and Product Domains 2006To Be or Not Be? The Influence of Dissociative Reference Groups on Consumer Preferences

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