Article2005

Values and collective self‐esteem as predictors of consumer susceptibility to interpersonal influence among university students

Fredric Kropp · Anne M. Lavack · David H. Silvera

133 citations0/0 files storedInternational Marketing Review

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Cultural Differences and Values Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose This cross‐cultural study examines inter‐relationships between values (using the list of values), collective self‐esteem (CSE), and consumer susceptibility to interpersonal influence (CSII). Design/methodology/approach Data were collected through surveys administered to 783 university students in four countries (Australia, English‐speaking Canada, Korea, and Norway). Findings Results indicate that external and interpersonal values are positively related to the normative component of CSII, while internal values are negatively related to the normative component of CSII. The CSE subscale measuring importance of the group to one's identity is positively related to normative CSII, while the CSE subscale of membership esteem is negatively related to normative CSII. Normative CSII was substantially higher among Korean participants than among participants from the other countries. Research limitations/implications This research was limited to a sample of university students in Canada, Australia, Norway, and Korea. Future research could expand the sample to include a more representative adult sample, in order to ensure the generalizability of the results. Practical implications CSII may be an important factor in many consumer purchases that relate to self‐image. The relationship of values and collective self‐esteem to CSII provides valuable insights to managers regarding consumer purchasing behavior. Originality/value Given that values, consumer self‐esteem, and country explain a large degree of the variation in consumer susceptibility to interpersonal influence, managers can benefit from this knowledge when developing advertising content and marketing interventions.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1965Society and the Adolescent Self-Image 1992Alternative Ways of Assessing Model Fit 1993Cultures and Organizations: Software of the Mind.1997Motivation and Personality 1983Culture's Consequences: International Differences in Work-Related Values.1979Review of Psychometric theory (2nd ed.).1973The nature of human values

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