Consumer Self‐Esteem and Susceptibility to Social Influence: A Cross‐Cultural Comparison and Investigation of Advertising Implications
Cross Cultural Management: An International Journal
ISSN: 1352-7606
Article publication date: 1 January 1997
Abstract
This paper presents the results of a multimethod research study, which incorporates survey and experimental methodologies, designed to further explore the underpinnings of cultural differences in consumer responses to advertising messages. The study was designed to measure and assess differences in the self‐esteem and susceptibility to social influence of Japanese and United States college‐aged consumers. In general, it was hypothesized that Japanese consumers would have lower self‐esteem and higher susceptibility to social influence than would their US counterparts. The study provided evidence to support those hypotheses.
Citation
Bristow, D.N. and Kleindl, B. (1997), "Consumer Self‐Esteem and Susceptibility to Social Influence: A Cross‐Cultural Comparison and Investigation of Advertising Implications", Cross Cultural Management: An International Journal, Vol. 4 No. 1, pp. 7-17. https://doi.org/10.1108/eb008416
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited