Informational and Normative Social Influence in Buyer Behavior

Robert E. Burnkrant · Alain Cousineau

967 citations0/0 files storedJournal of Consumer Research

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Psychology of Social Influence Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

An experiment was conducted to clarify the nature of the influence active in most prior marketing research on the social influence process. Experimental subjects were exposed to evaluations of coffee which were attributed to either a similar or dissimilar source. These evaluations were high in uniformity, low in uniformity or of unknown uniformity. Subjects then tasted and evaluated the coffee. The subjects' evaluations were made either under a visible (identifiable) condition or an anonymous condition. The data supported a hypothesis of informational social influence.

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References

1962Statistical principles in experimental design.2013Experimental Design: Procedures for the Behavioral Sciences 2013Handbook of Social Psychology 1955A study of normative and informational social influences upon individual judgment.1968A Theory of Psychological Reactance 1962On the social psychology of the psychological experiment: With particular reference to demand characteristics and their implications.1967Attribution theory in social psychology 1987Attribution: Perceiving the Causes of Behavior

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2019The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic 1995Word-of-mouth effects on short-term and long-term product judgments 2016Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity 2009Virtual communities: A marketing perspective 2012Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings

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