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Cited by 137Cultural Differences and ValuesConsumer Behavior in Brand Consumption and IdentificationConsumer Behavior and Marketing Influence

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

Kropp, Fredric, Lavack, Anne M., Silvera, David H.·2005·International Marketing Review
DOI 10.1108/02651330510581154
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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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Authors
Kropp, F., Lavack, A. M., & Silvera, D. H.
Affiliations
  • Middlebury Institute of International Studies at Monterey (US)
  • University of Regina (CA)
  • UiT The Arctic University of Norway (NO)
ORCID
Lavack, Anne M.
Venue
International Marketing Review
Publisher
Emerald
Published
2005-02-01
Volume
22
Issue
1
Pages
7-33
ISSN
0265-1335 (ISSN-L)
DOI
10.1108/02651330510581154
OpenAlex
W2090258684
Cited by
137
References
2
Citations by year
2026: 3 · 2025: 1 · 2024: 5 · 2023: 8 · 2022: 9 · 2021: 12 · 2020: 5 · 2019: 7 · 2018: 4 · 2017: 9 · 2016: 13 · 2015: 7 · 2014: 9 · 2013: 7 · 2012: 5
FWCI
3.51
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
International Marketing Review (publishedVersion)
Topics
  • Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
collective self-esteem, consumer values, normative influence, interpersonal influence, group identity, cross-cultural comparison, university students, self-image, consumer purchasing behavior

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