Journal of the Academy of Marketing Science

, Volume 10, Issue 3, pp 269–280 | Cite as

Informal group influence among situationally/dispositionally-oriented consumers

  • Richard C. Becherer
  • Fred W. Morgan
  • Lawrence M. Richard


Consumer susceptibility to reference group influence has been demonstrated for certain products and buying situations. This article reports a study designed to determine if reference group influence varies between consumers classified as situationally-oriented and dispositionally-oriented. Results indicate a considerable difference between the two groups.


Consumer Behavior Product Type Social Comparison Source Credibility Group Influence 
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Copyright information

© Academy of Marketing Science 1982

Authors and Affiliations

  • Richard C. Becherer
    • 1
  • Fred W. Morgan
    • 1
  • Lawrence M. Richard
  1. 1.Wayne State UniversityUSA

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