Values and social identity of students and working-class consumers: antecedents to normative and informative brand influences of Indian small-town consumers
by Arpita Khare, Viveka Nand Tripathi
International Journal of Indian Culture and Business Management (IJICBM), Vol. 4, No. 6, 2011

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.

Online publication date: Sat, 31-Jan-2015

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