Values and social identity of students and working-class consumers: antecedents to normative and informative brand influences of Indian small-town consumers

Arpita Khare and Viveka Nand Tripathi

International Journal of Indian Culture and Business Management, 2011, vol. 4, issue 6, 626-643

Abstract: The consumers' susceptibility to influence is affected by their values and need for social identity. Based upon previous research, the determinants affecting Indian small-town consumers' normative and informative influences were studied. The assumption was that values and collective self-identity would play a pivotal role in the consumption behaviour of two social classes of consumers (students and working class; n = 200). Correlation, t-test and multiple regression analysis were administered to compare the values, social identity and susceptibility to interpersonal influences of the two groups. The results suggest that students and working-class consumers in small towns differ significantly with respect to their values and social identity, affecting normative and informative influences.

Keywords: list of values; collective self-identity; normative influences; informative influences; small-town consumers; India; social identity; students; working-class consumers. (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijicbm:v:4:y:2011:i:6:p:626-643

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