A good deal of consumer research is focused on social influence, since consumers make purchase decisions in the context of a social framework. This collection of innovative essays examines both the conscious and non-conscious effects of social influence on consumer behavior processes and outcomes, covering a wide variety of topics such as compliance, influence tactics, social networks, social relationships, family decision-making, and spokespersons.
The papers are authored by experts in consumer psychology from both psychology and marketing backgrounds. Some of their key insights include:
The papers in this volume offer a rich assortment of research ideas which will prove valuable in furthering theoretical development in the social influence-consumer behavior area. This book will be of interest to consumer researchers and psychologists engaged in active empirical or conceptual work. It was originally published as a special issue of the journal Social Influence.
Daniel J. Howard is Professor of Marketing in the Cox School of Business at Southern Methodist University, USA.
Amna Kirmani is Director of the PhD Program and Professor of Marketing in the Robert H. Smith School of Business at the University of Maryland, USA.
Priyali Rajagopal is Assistant Professor of Marketing in the Cox School of Business at Southern Methodist University, USA.
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