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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS


The Role of Demographics on the Susceptibility to Social Influence: A Pretest Study

Author(s): Tulay Girard

Citation: Tulay Girard, (2010) "The Role of Demographics on the Susceptibility to Social Influence: A Pretest Study," Journal of Marketing Development and Competitiveness, Vol. 5, Iss. 1, pp. 9 - 22

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This study investigates the role of demographics, specifically gender, on susceptibility to three social influence types for certain products. Data were collected in two stages from business students at a large university. Analyses were performed at the construct and product levels. At the construct level, marital status and living situation were found to be the significant demographics for both informative and normative influences. At the product level, gender, ethnicity, marital status, and living situation were found to be influential demographics for both informative and normative influences. The hypotheses are supported for certain demographics and products. Limitations and suggestions are discussed.