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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
Article

Abstract

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.

Keywords

Consumer Behavior Product Type Social Comparison Source Credibility Group Influence 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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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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