The construct of consumer susceptibility to interpersonal influence has been used to describe the consumer's tendency to conform to others' expectations or to accept information from others as evidence about reality. This has been widely recognized as a determinant of consumer behavior. Most of the existing researches within consumer susceptibility to the interpersonal influence domain have been done only from a psychological perspective without integrating simultaneously a sociological perspective and little is known about which characteristics of social context where the individual is embedded may affect consumer susceptibility to interpersonal influence. Using a grounded theory methodology, this research explores: How might changes in the consumer social context affect consumer susceptibility to interpersonal influence? Findings within this empirical research suggest that structural properties of societies, which are properties derived from the societies' structure that make it possible for similar social practices to exist systematically in variable segments of time and space, restrict or coerce, and, at the same time, give rise to consumers' actions. As a result, consumer susceptibility to interpersonal influence is affected by the structural properties of societies. Specifically, this dissertation found that the consumers' lack of trust in state institutions, understanding that state institutions' state practices have the greatest space-time extension in societal totalities, was one of the elements of consumers' environmental perception that affected their susceptibility to informational, utilitarian and value-expressive interpersonal influence.
Keywords: Consumer susceptibility to interpersonal influence, consumer trust and grounded theory.
|Advisor:||Gonzalez, Jorge Miguel Rocha|
|School:||Instituto Tecnologico y de Estudios Superiores de Monterrey (Mexico)|
|Source:||DAI-A 75/06(E), Dissertation Abstracts International|
|Subjects:||Marketing, Web Studies, Social structure|
|Keywords:||Consumer susceptibility, Consumer trust, Grounded theory, Interpersonal influence|
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