The Effect of CSII on Armenian-Americans’ Pre-purchase Information-Search Tendencies

Abstract

Key psychometric properties of the Consumer Susceptibility to Interpersonal Influence (CSII) scale (Bearden, Netemeyer and Teel 1989) are re-assessed in a sample chosen from the Armenian-American micro-culture in the U.S.. The scale is modified in light of differences found between this group and that of the original study (Bearden, Netemeyer and Teel 1989). Differences found between these two groups are also highlighted. The effect of CSII on an Armenian-American consumer's pre-purchase external information-search tendencies are assessed in a business suit purchasing scenario. For those who are more susceptible to informational influence, family is the most important information source. For those who are more susceptible to normative influence, we find that they learn macro-cultural norms mostly from outside the family. "Neutral" and "impersonal" sources of information are found to be quite important. The theoretical and practical implications of the findings from this retailing scenario are discussed.