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Measurement of Consumer Susceptibility to Interpersonal Influence

William O. Bearden, Richard G. Netemeyer and Jesse E. Teel
Journal of Consumer Research
Vol. 15, No. 4 (Mar., 1989), pp. 473-481
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489543
Page Count: 9
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Measurement of Consumer Susceptibility to Interpersonal Influence
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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 purchase 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.

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