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- Title
Students and Housewives: Differences in Susceptibility to Reference Group Influence.
- Authors
Park, C. Whan; Lessig, V. Parker
- Abstract
Two different samples consisting of housewives and students, respectively, were examined in terms of differences in their susceptibility to reference group influence. The results reveal significant differences between housewives and students in terms of the influence which the three types of reference groups have upon brand selection. The findings raise a serious question concerning the external validity of studies which use students as subjects yet make generalizations to a broader population base.
- Subjects
CONSUMER behavior research; HOUSEWIVES; RESEARCH on students; REFERENCE groups; HOUSEWIVES as consumers; CONSUMER preferences research; BRAND choice; DIFFERENCES; MOTIVATION research; SOCIAL influence; INFLUENCE
- Publication
Journal of Consumer Research, 1977, Vol 4, Issue 2, p102
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/208685