Chapter Overview

In this chapter we described interpersonal influence. One of the reasons we are not more attuned to others' influence is because of an "illusion of personal invulnerability". Interpersonal influence can be intentional or accidental, it is pervasive and to be influenced is very often adaptive--it makes sense. Other people can help us to make efficient, and economical choices and can help us manage our environment.

Understanding personal influence begins by recognizing that our attitudes and behaviors are very much shaped by our particular social contexts. Interpersonal sources have a strong impact on consumer preferences and choices, and influence others in both overt and more subtle ways. There are three important forms of influence including: normative (utilitarian), value-expressive (identification), and informational. In many, if not most, purchase and consumption situations the influence of others is not easily separated into normative, value-expressive and informational forms of influence.

There are many familiar influence tactics that we encounter every day. This chapter discussed: reciprocity, commitment, and consistency, a variety of source characteristics and the scarcity principle. The bases for some of these influence tactics are unique to one or a few cultures (e.g. psychological reactance), while the bases for other influence tactics are fundamental to human exchanges (e.g. reciprocity). Finally, the bases for some influence tactics are shared by many cultures, but are certainly more important in some than in others (e.g., desire for distinction).

Groups are an important aspect of interpersonal influence. Looking at groups we compare ourselves to and groups we refer to in forming our own perspectives, attitudes and behaviors can help us understand interpersonal influence. Reference groups were describes according to membership, attraction, and degree of contact. Both membership and non-membership groups can have significant influence on an individual within a domain of purchase and consumption behavior. Characteristics of consumption situations that contribute to strong reference group influence were described. Visibility and distinctiveness of purchase and consumption; relevance of the consumption situation to the group, less consumer information and confidence; and certain product types (experience and credence goods) lend themselves to high levels of reference group influence.

The influence processes describes in this chapter relate very closely to concepts introduced in Chapter 1. Each phase of the circle of consumption is affected by these processes. The influence processes described here also relate to many other important topics in consumer behavior. The successful diffusion of innovation relies on identifying, understanding, and managing influentials such as innovators, opinion leaders, and market mavens (Chapter 16). Persuasive advertising appeals directed at changing attitudes and behaviors also depend on many of the influence tactics we've described (Chapter 13). Source characteristics are an especially important component of many advertising campaigns and advertisers rely heavily on endorsements by aspirational reference groups, admired celebrities, or the "common man". Discussions of group and family decision making processes (chapter 14), social class (Chapter 6), and lifestyle (Chapter 8) also relate to and are complemented by an understanding of interpersonal influence.