ATTENTION TO SOCIAL-COMPARISON INFORMATION - AN INDIVIDUAL DIFFERENCE FACTOR AFFECTING CONSUMER CONFORMITY
ATTENTION TO SOCIAL-COMPARISON INFORMATION - AN INDIVIDUAL DIFFERENCE FACTOR AFFECTING CONSUMER CONFORMITY
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DOI：
10.1086/209231
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发表时间：
1990-03-01
影响因子：
7.2
通讯作者：
ROSE, RL
中科院分区：
文献类型：
--
作者：
BEARDEN, WO;ROSE, RL
消费者行为中的人际影响受到消费者对有关产品购买和使用行为的社会比较信息的敏感程度的调节（参见Calder and Burnkrant 1977）。两项调查研究表明，伦诺克斯和沃尔夫（1984年）的注意社会比较信息（AT-SCI）量表具有足够的收敛效度和判别效度，并缓和了规范后果对行为意图的相对影响，如预测。一个准实验和一个实验中，对照组受试者在没有社会压力的情况下，高和低ATSCI受试者在压力下进行比较，发现高ATSCI受试者更容易遵守规范的压力。
Interpersonal influence in consumer behavior is moderated by the extent of consumer sensitivity to social comparison information concerning product purchase and usage behavior (cf. Calder and Burnkrant 1977). Two survey studies indicate that Lennox and Wolfe's (1984) attention-to-social-comparison-information (AT-SCI) scale has adequate convergent and discriminant validity and moderates the relative influence of normative consequences on behavioral intentions, as predicted. A quasi-experiment and an experiment in which control subjects under no social pressure are compared with high and low ATSCI subjects under pressure reveal that high ATSCI subjects are more likely to comply with normative pressures.