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Consumer Self‐Esteem and Susceptibility to Social Influence: A Cross‐Cultural Comparison and Investigation of Advertising Implications

Dennis N. Bristow (Assistant Professor of Marketing and Advertising at St. Cloud State University. He received his B.S. degree in Psychology in 1989, and M.A. in Industrial/Organizational Psychology in 1991. )
Brad Kleindl (Assistant Professor of Marketing at Missouri Southern State College in Joplin, Missouri. He received his B.S. degree in marketing in 1980 and completed his MBA in 1982. He holds a Ph.D. in Business Administration and Marketing from Oklahoma State University (1995).)

Cross Cultural Management: An International Journal

ISSN: 1352-7606

Article publication date: 1 January 1997

440

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

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