Measurement of Consumer Susceptibility to Interpersonal Influence

1989/03/01 by William O. Bearden, Richard G. Netemeyer, Jesse E. Teel · 2,204 citations
Business, Management and Accounting · Psychology · #Behavioral Health and Interventions #Consumer Behavior in Brand Consumption and Identification #Customer Service Quality and Loyalty #Interpersonal communication #Interpersonal influence #Psychology #Social psychology

paper · doi:10.1086/209186

published in Journal of Consumer Research 15(4), 473 (Oxford University Press)

openalex publication_date 1989/03/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/05

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.

Citations

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