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Cited by 231Cultural Differences and ValuesPsychology of Social InfluenceConsumer Behavior in Brand Consumption and Identification

The DOI matches its Crossref record; 6 of the 6 references it cites were found in a registry or an index.

Individualistic orientation and consumer susceptibility to interpersonal influence

Mourali, Mehdi, Laroche, Michel, Pons, Frank·2005·Journal of Services Marketing
DOI 10.1108/08876040510596849
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Abstract

Purpose: Interpersonal influences play a major role in shaping consumer choice decisions. This is particularly evident in the case of services, where intangibility and variability add to the decision difficulty. While all consumers are susceptible to interpersonal influence, people differ in the extent of their susceptibility to interpersonal influence, with some individuals being chronically more susceptible to social influence than others. Seeks to speculate in this paper that, in addition to individual differences, susceptibility to interpersonal influence also varies systematically across cultures with varying degrees of individualism‐collectivism. Design/methodolog/approach: Hypothesis is tested by investigating and comparing the structure, properties, and mean levels of the susceptibility to interpersonal influence scale across samples of French and English Canadian consumers. Findings: It is found that: French Canadians are significantly more susceptible to normative influence than English Canadians; French Canadians score significantly lower than English Canadians on measures of individualism; and individualism has a significant negative effect on consumer susceptibility to normative influence. Originality/value: By showing that French Canadians were indeed less individualistic than English Canadians, and that individualistic orientation had a significant negative effect on both the utilitarian and the value‐expressive dimensions of consumer susceptibility to interpersonal influence, hopefully it has been demonstrated that differences in susceptibility to normative influence between French and English Canadians are partly driven by cultural differences in individualistic orientation.

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Metadata

Authors
Mourali, M., Laroche, M., & Pons, F.
Affiliations
  • Concordia University (CA)
  • University of San Diego (US)
ORCID
Venue
Journal of Services Marketing
Publisher
Emerald
Published
2005-05-01
Volume
19
Issue
3
Pages
164-173
ISSN
0887-6045 (ISSN-L)
DOI
10.1108/08876040510596849
OpenAlex
W2083162801
Cited by
231
References
6
Citations by year
2026: 6 · 2025: 4 · 2024: 10 · 2023: 7 · 2022: 11 · 2021: 16 · 2020: 17 · 2019: 16 · 2018: 18 · 2017: 14 · 2016: 12 · 2015: 11 · 2014: 15 · 2013: 15 · 2012: 13
FWCI
4.69
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
Journal of Services Marketing (publishedVersion)
Topics
  • Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
  • Social Sciences › Psychology › Social Psychology › Psychology of Social Influence
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
individualism, social influence, normative influence, individualism-collectivism, cultural differences, French Canadians, English Canadians, service marketing, consumer choice

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