Article1966

Effects of Group Influences on Consumer Brand Preferences

148 citations0/0 files storedJournal of Marketing Research

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Consumer Perception and Purchasing Behavior

Abstract

The exploratory study reported here attempts to identify if and how informal social groups influence the brand preferences of their members. The results suggest, first, that consumers are influenced by such groups and second, that the extent and degree of brand loyalty behavior within a group is more closely related to the behavior of the informal leader than to the cohesiveness of the group.

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1963Social Behavior: Its Elementary Forms

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