Essays on Effect of Social Influence on Consumer Behavior Annotated Bibliography

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The paper "Effect of Social Influence on Consumer Behavior" Is a great example of a Marketing Annotated Bibliography. The following is an annotated bibliography for research on the topic “ How social influence in the form of the concept of social normative influence affects the behavior of consumers. ” In the annotated bibliography, four recently-published peer-reviewed journal articles are reviewed and a brief description of their findings presented. The selection of the articles is based on their dates of publication and level of relevance to the subject of the current research.

In general, all the articles are about the issue of how consumers are influenced by social factors when they make purchase decisions. Annotated bibliography Clark, RA & Goldsmith, RE 2006, ‘ Global innovativeness and consumer susceptibility to interpersonal influence, ’ Journal of Marketing Theory and Practice, vol. 14, no. 4, pp. 275-285. Clark and Goldsmith (2006) examine the role of innovation in determining the extent to which consumers are influenced to make purchase decisions. It is argued that social influence, within the context of consumer behavior, is of two types: normative social influence and informational social influence (Clark & Goldsmith 2006, p.

278). Normative social influence occurs when people are made to act in specific ways because the people would like to emulate the actions of the members of their reference groups (Clark & Goldsmith 2006, p. 278). Informational social influence occurs when consumers make decisions based on the information that they receive from other members of their social groups (Clark & Goldsmith 2006, p. 284). The study by Clark and Goldsmith (2006) is credible because it follows all the conventions of conducting a quantitative survey form of research.

The findings of the study indicate that innovativeness has a positive impact on social influence but a negative one on normative social influence. This means that when people act because they would like to mimic the actions of members of their reference groups, they are not influenced by information about the innovativeness of the products and services that they intend to purchase. The observation that social influence has two dimensions and the findings related to how innovativeness affects these two dimensions will be useful to the current study. Kropp, F, Lavack, AM & Silvera, DH 2005, ‘ Values and collective self-esteem as predictors of consumer susceptibility to interpersonal influence among university students, ’ International Marketing Review, vol.

22, no. 1, pp. 7-33. Kropp, Lavack, and Silvera (2005) examine how external and internal values influence the extent to which individuals are susceptible to the influence of reference groups. The study finds that feelings of the need to belong to social groups or external values have a positive impact on the extent to which consumers can be affected by social influences. The study also finds that collective self-esteem among members of groups is an important indicator of the extent to which the members of the groups are susceptible to interpersonal influence (Kropp, Lavack & Silvera 2005, p.

29). The Korean students, who formed the sample for the study, were required to complete a questionnaire containing ten questions and the data was analyzed to answer the research questions (Kropp, Lavack & Silvera 2006, p. 17). This article relates to the current research because it examines the concept of consumer social influence. The current research is on how individuals are influenced by making purchase decisions by the reference groups to which they belong.

The article by Kropp, Lavack, and Silvera (2006) examines the factors that make it easy for individuals to be susceptible to social influences. The relative importance of external and internal factors in influencing individuals to make purchase decisions as presented in the article will be useful to the current research. Mabry, A & Mackert, M 2014, ‘ Advancing use of social norms for social marketing: extending the theory of normative social behavior, ’ International Review on Public and Non-Profit Marketing, 11, no.

2, pp. 129-143. Mabry and Mackert (2014) observe that marketers can apply the theory of normative social behavior in designing and implementing marketing communication for various products in several ways. For example, it is argued that marketers can use the theory to influence the behaviors of individuals towards making specific decisions about the products and services that they would like to purchase (Mabry & Mackert 2014, p. 133). It is also argued that marketers can use the media to positively influence the behavior of individuals as part of the process of applying theory to marketing communication (Mabry & Mackert 2014, p.

136). This article is useful to the current research for various reasons. First, the article provides a general description of the theory of normative social behavior, which forms the basis of the concept of normative social influence as used in marketing. Thus, the article enhances the theoretical aspect of the current research in that it provides the much-needed background information about normative social influences. The paper also contains details on the roles of internal and external factors in the process by which consumers are influenced by social norms which will be useful in the course of conducting the current research. Orth, UR & Kahle, LR 2008, ‘ Interpersonal variation in consumer susceptibility to normative influence: toward a better understanding of brand choice decisions, ’ The Journal of Social Psychology, 148, no.

4, pp. 423-427. Orth and Kahle (2008) examine how individuals vary in terms of their susceptibility to normative social influence. In the article, it is argued that individual differences in susceptibility to normative social influence are determined by two main factors: the kind of personal values that people hold and people’ s sense of social identity (Orth & Kahle 2008, p.

423). It is further observed that the values that people have may be described as high or low, depending on how influential they are in determining the behaviors of the people (Orth & Kahle 2008, p. 425). It is also argued that the social identities of individuals may be described as complex or non-complex (Orth & Kahle 2008, p. 426). From the findings of the study, it can be deduced that individuals who have a combination of high personal values and a very sophisticated sense of social identity are less susceptible to normative social influence.

The study also finds that individuals who have weak personal values and a corresponding simple sense of social identity are easily swayed by normative social influence. The article by Orth and Kahle (2008) will be useful for the present study because it provides a perspective on the aspect of why consumers react differently to normative social influences. Synthesis of articles The articles that are covered in this annotated bibliography deal with various aspects of the subject of normative social influence on consumer behavior.

Given that the issue of normative social influence on consumer behavior is a broad topic, it is necessary for a person who is conducting a study on the issue to carefully select the sources that can be used. In this case, the selection of the sources was based on various criteria. One of the most important criteria was the content of the articles and the extent to which the articles are relevant to the subject of the current research.

All the selected articles examine various aspects of the issue of how consumers are influenced by social factors when they make decisions. For example, Orth and Kahle (2008) examine how personal factors determine the extent to which people are susceptible to normative social influence. Moreover, Mabry and Mackert (2014) observe that marketers can use the theory of normative social behavior to craft marketing communication plans that are more effective. Consequently, all the articles present various points of view on the issue.

The different perspectives that are presented in the articles will be useful for the current research. Conclusion In conclusion, the articles that have been presented in this annotated bibliography will enhance the current research in various ways. For example, the articles contain detailed information on the various ways in which individuals respond to normative social influence. The information is therefore relevant to the current study which is based on the way social factors influence the choices that consumers make. Also, the articles contain details about how individuals respond to various social factors when they are making purchasing decisions.

The information on how different personal values determine the extent to which people are susceptible to normative social influence will inform the process of conducting the current research. Lastly, information on the way reference groups that people belong to influence the purchase decisions that people make will also inform the current research.

References

Clark, RA & Goldsmith, RE 2006, ‘Global innovativeness and consumer susceptibility to interpersonal influence,’ Journal of Marketing Theory and Practice, vol. 14, no. 4, pp. 275-285.

Kropp, F, Lavack, AM & Silvera, DH 2005, ‘Values and collective self-esteem as predictors of consumer susceptibility to interpersonal influence among university students,’ International Marketing Review, vol. 22, no. 1, pp. 7-33.

Mabry, A & Mackert, M 2014, ‘Advancing use of social norms for social marketing: extending the theory of normative social behaviour,’ International Review on Public and Non-Profit Marketing, vol. 11, no. 2, pp. 129-143.

Orth, UR & Kahle, LR 2008, ‘Interpersonal variation in consumer susceptibility to normative influence: toward a better understanding of brand choice decisions,’ The Journal of Social Psychology, vol. 148, no. 4, pp. 423-427.

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