Social Environment

Stefan Hoffmann and Payam Akbar
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Stefan Hoffmann: Christian-Albrechts-Universität zu Kiel
Payam Akbar: Christian-Albrechts-Universität zu Kiel

Chapter 9 in Consumer Behavior, 2023, pp 131-144 from Springer

Abstract: Abstract In this chapter, you will learn how reference groups influence consumer behavior, how people grow into the role of consumer, when individuals adjust their decisions to others, what defines opinion leaders, and when consumers do nothing because others are already doing it. You will learn the following theories and models: Social Comparison Theory, Social Identity Theory, Role Theory, and Social Dilemma.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39476-9_9

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DOI: 10.1007/978-3-658-39476-9_9

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