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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Interpersonal Influence

Chapter Outline

Opening Vignette

  1. Chapter Overview
  2. Beliefs about Personal and Social Influence
  3. The Social Context of Personal Consumption Behavior
  4. Tools of Influence
    1. Three Forms of Influence
    2. Commonly Used Influence Tactics
      1. Reciprocity
      2. Commitment and Consistency
      3. The Source
      4. Scarcity
  5. Reference Groups
    1. Types of Reference Groups
    2. The Degree of Reference Group Influence
  6. Chapter Summary




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