 Persuasibility and the self – Investigating heterogeneity among consumersMonika Koller, Arne Floh, Alexander Zauner and Thomas Rusch Australasian marketing journal, 2013, vol. 21, issue 2, 94-104 Abstract: This article investigates unobserved heterogeneity in the relation between self-related variables and susceptibility to interpersonal influence. We test a structural model explaining susceptibility to interpersonal influence through self-concept clarity and self-esteem. As the degree of interpersonal persuasibility can vary significantly across individuals, we apply finite mixture modeling to identify unobserved heterogeneity and, hence, different customer segments, based on a database of n=1013. We find two different groups for which the path coefficients in the structural model partly differ. These groups can be described in terms of personality-related characteristics like materialism, the need for uniqueness and persuasion knowledge, as well as by demographics. It is crucial for both retailers and e-tailers to understand which consumer segments are more prone than others to interpersonal influence. The findings of the present study contribute to the understanding of fundamental phenomena in consumption choice behavior and provide guidance for psychographic segmentation. Keywords: Self-concept; Susceptibility to interpersonal influence; Heterogeneity; Finite mixture modeling (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:21:y:2013:i:2:p:94-104 DOI: 10.1016/j.ausmj.2013.02.004 Access Statistics for this article Australasian marketing journal is currently edited by Roger Marshall More articles in Australasian marketing journal from Elsevier |
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