Title: Collective self-esteem and susceptibility to interpersonal influence: a study on Indian consumers

Authors: Arpita Khare; Sapna Rakesh

Addresses: Indian Institute of Management Rohtak, Maharishi Dayanand University, Rohtak 124001, Haryana, India ' Institute of Management and Technology, Ghaziabad, Uttar Pradesh, India

Abstract: Individual's self-identity is derived from group membership and associations. The current research examines influence of collective self-esteem (CSE) on Indian consumers' susceptibility to interpersonal influence (CSII). The moderating influence of demographics on CSE in predicting CSII was studied. Results indicate that CSE and CSII scales get modified in Indian context. Membership esteem and negative self-esteem were important predictors to CSII. Age, gender, and income emerge as important factors moderating CSE's influence on CSII. The findings can help companies in targeting Indian consumers according to their group identity and membership. The definition of self can be used for companies framing their advertising and promotional messages.

Keywords: collective self-esteem; consumers susceptibility; interpersonal influence; demographics; Indian consumers; culture; India; age; gender; income; group membership; group identity; advertising messages; promotional messages.

DOI: 10.1504/IJBCG.2013.056488

International Journal of Business Competition and Growth, 2013 Vol.3 No.2, pp.150 - 169

Received: 10 Apr 2013
Accepted: 15 Apr 2013

Published online: 20 Sep 2013 *

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