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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Differences in Susceptibility to Reference Group Influence on Brand Decisions: Middle Aged and Elderly Group Participants
verfasst von : Alan J. Greco
Erschienen in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
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The susceptibility to three types of reference group influence on the brand choice behavior of 94 elderly and 88 middle aged group participants was investigated for six product categories. Data for this study were collected by self-administered questionnaires distributed at regular meetings of the organizations. Significant differences in susceptibility to reference group influence were obtained at the .05 level in 6 out of 18 relationships between the two age groups. The marketing implications of these findings are discussed.