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Effect of assimilation on consumer susceptibility to interpersonal influence

Denver D’Rozario (Assistant Professor of Marketing, The School of Business, Howard University, Washington, DC, USA)
Pravat K. Choudhury (Professor and Chairman, Department of Marketing, The School of Business, Howard University, Washington, DC, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 July 2000

Abstract

The impact of assimilation on a consumer’s susceptibility to interpersonal influence is assessed in samples of first‐generation Armenian and Chinese immigrants to the US. We find that: (a) Chinese immigrants are more susceptible to interpersonal influence than are Anglo‐Americans who in turn are more susceptible to this influence than are Armenian immigrants, (b) Chinese immigrants are especially susceptible to the normative type of interpersonal influence and (c) Chinese immigrants’ susceptibility to both types of interpersonal influence decreases significantly as they identificationally‐assimilate, whereas Armenian immigrants’ susceptibility to both types of interpersonal influence decreases significantly as they structurally‐assimilate into the Anglo‐American macro‐culture.

Keywords

Citation

D’Rozario, D. and Choudhury, P.K. (2000), "Effect of assimilation on consumer susceptibility to interpersonal influence", Journal of Consumer Marketing, Vol. 17 No. 4, pp. 290-307. https://doi.org/10.1108/07363760010335321

Publisher

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MCB UP Ltd

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