Measurement of consumer susceptibility to interpersonal influence

Article Abstract:

The development of a scale for measuring consumer susceptibility to interpersonal influence is described. Consumer susceptibility to interpersonal influence is hypothesized as a general trait that varies across individuals and is related to other individual traits and characteristics (McGuire 1968). The construct is defined as the need to identify with or enhance one's image in the opinion of significant others through the acquisition and use of products and brands, the willingness to conform to the expectations of others regarding purchasing decisions, and-or the tendency to learn about products and services by observing others or seeking information from others. A series of studies provides evidence to support the convergent and discriminant validity of a two-dimensional scale. (Reprinted by permission of the publisher.)

Decision-making, Decision making, Purchasing, Brand name products, Brand names, Interpersonal relations, Mental suggestion, Autosuggestion

---

The effect of plausible and exaggerated reference prices on consumer perceptions and price search

Article Abstract:

This article examines whether advertisers' regular price claims affect consumer perceptions and price search behavior. Experiments involving simulated shopping via personal computers indicate that compared to an ad with no reference price, an ad with a plausible reference price raised subjects' estimates of the advertiser's regular price and the perceived offer value. An exaggerated reference price had generally the same positive effects on perception as a plausible reference price, even for the more skeptical subjects. Further, when subjects were presented with an advertised sale price above the lowest expected price, the exaggerated reference price increased the percentage of subjects who purchased the product from the advertiser without checking other stores' prices. (Reprinted by permission of the publisher.)

Analysis, Marketing research, Market research, Advertising research

---

An investigation of individual responses to tensile price claims

Article Abstract:

This article describes the results of two studies investigating the effects of tensile price claims (e.g., "save up to 50%") on consumers' perceptions of offer value, information value, and price reduction. The findings suggest that the use of tensile claims in conjunction with large advertised price reductions may result in decreased perceived offer value and substantial discounting of expected price reductions by the consumer. (Reprinted by permission of the publisher.)

Price cutting

Similar abstracts:

• Abstracts: Five economic activities likely to dominate the new millenium: III Life Sciences era. Five economic activities likely to dominate the new millenium: II The Leisure Era
• Abstracts: From my perspective five economic activities likely to dominate the new millennium: VI. new space age. Five economic activities likely to dominate the new Millennium: IV. Mega-materials era
• Abstracts: Joint relation of experience and ability with job performance: test of three hypotheses. Impact of job experience and ability on job knowledge, work sample performance, and supervisory ratings of job performance
• Abstracts: An interview approach to work sample criterion measurement. Construct models of task performance. Construct validity of multiple job performance measures using confirmatory factor analysis
• Abstracts: Ignoring irrelevant information: situational determinants of consumer learning. The effects of frequency knowledge on consumer decision making

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.