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

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.

The Influence of Personal Values on the Transition towards Health-conscious Diet: a Segmentation Approach

“…However, the same category can serve selfactualization needs as well, in so far as these values strengthen the individuals' position (for example social recognition). In special literature, as has been outlined before, the Kahle values form three well-separated factors [16][17][18][19][20][21] however, it could not be verified in the Hungarian sample. Based on the comparison of our results and the related literature, the application of the LOV scale can result in a different factor structure according to region and country.…”

“…An LOV instrument consists of the following nine items: sense of security; sense of belonging; being well respected; fun and enjoyment in life; warm relationships with others; selfrespect; self-fulfillment; sense of accomplishment and excitement [14,15]. The first three values are related to a person's link with the rest of the society (external/apersonal value factor); the next two values represent an interpersonal value factor; and the remaining four values relate to an internal/personal value factor [16][17][18][19][20][21].…”

Comportamento Materialista em Adolescentes e Crianças: Uma Meta-análise dos Antecedentes e dos Consequentes

“…Nos estudos de marketing e psicologia, esse antecedente vincula-se a uma necessidade de identificação com um grupo, seja ela normativa ou informacional, procurando melhorar a própria imagem (Kropp, Lavack, & Silvera, 2005). A busca por essa aceitação pode-se expressar na aquisição e na utilização de produtos de marcas (Bearden, Netemeyer, & Teel, 1989), sendo, nesse caso, bastante vinculada ao comportamento materialista, já que o sentimento de posse é um dos subterfúgios para inserção e aceitação de um indivíduo perante uma comunidade (Baker et al, 2013).…”

Ethnocentrism among Iranian Consumer with Different Consumption Habits

“…This concept is a measure of the degree to which a person is influenced by real or imagined others, specifically with regard to his or her consumption choices (Kropp et al, 2005). This construct is multidimensional and consists of normative and informational influences (Deutsch andGerard, 1955, Bearden et al, 1989).…”

“…Utilitarian influences are reflected in individuals' attempts to comply with the expectations of others to achieve rewards or avoid punishments (Bearden et al, 1989). Or an individual's willingness to conform to the expectations of others in making purchase decisions (Kropp et al, 2005). Value expressive influences the individual's desire to enhance his self-image by association with a reference group (Bearden et al, 1989) or an individual's need to use a product and/or brand in order to identify with or enhance their image in the eyes of significant others (Kropp et al, 2005).…”