Articlegreen1990

Attention to Social Comparison Information: An Individual Difference Factor Affecting Consumer Conformity

455 citations0/0 files storedJournal of Consumer Research

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Psychology of Social Influence Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Interpersonal influence in consumer behavior is moderated by the extent of consumer sensitivity to social comparison information concerning product purchase and usage behavior (cf. Calder and Burnkrant 1977). Two survey studies indicate that Lennox and Wolfe's (1984) attention-to-social-comparison-information (AT-SCI) scale has adequate convergent and discriminant validity and moderates the relative influence of normative consequences on behavioral intentions, as predicted. A quasi-experiment and an experiment in which control subjects under no social pressure are compared with high and low ATSCI subjects under pressure reveal that high ATSCI subjects are more likely to comply with normative pressures.

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References

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2013The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games 2020See now, act now: How to interact with customers to enhance social commerce engagement?1999Consumer Conformity: Review and Applications for Marketing Theory and Practice 2019Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation 2015The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence

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