Informational and Normative Social Influence in Buyer Behavior

An experiment was conducted to clarify the nature of the influence active in most prior marketing research on the social influence process

Robert E. Burnkrant; Alain Cousineau

2002

Scholarcy highlights

  • An experiment was conducted to clarify the nature of the influence active in most prior marketing research on the social influence process
  • Experimental subjects were exposed to evaluations of coffee which were attributed to either a similar or dissimilar source
  • The data supported a hypothesis of informational social influence
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