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01.12.2009 | Original Empirical Research | Ausgabe 4/2009 Open Access

Journal of the Academy of Marketing Science 4/2009

Susceptibility to and impact of interpersonal influence in an investment context

Zeitschrift:
Journal of the Academy of Marketing Science > Ausgabe 4/2009
Autoren:
A. O. I. Hoffmann, T. L. J. Broekhuizen
Wichtige Hinweise
We thank the editor, David W. Stewart, the four anonymous reviewers, and Arie Dijkstra, Peter C. Verhoef, Martin G. M. Wetzels, Debra Trampe, Mirjam A. Tuk, and Robert P. Merrin for their useful comments on previous versions of this article. Any remaining errors are our own.

Abstract

This paper demonstrates the relevance of consumers’ susceptibility to interpersonal influence (CSII) in an investment context. In Study 1, a survey of individual investors, investment-related knowledge, psycho-social risks, and social needs emerge as antecedents that explain investors’ susceptibility to informational and normative influence. In turn, susceptibility to normative influences increases transaction frequency, whereas susceptibility to informational influences decreases transaction frequency. The experiments in Studies 2 and 3 indicate the impact of interpersonal influences on consumers’ investment decisions in a voluntary (free choice) and involuntary (confrontation) setting and check whether CSII moderates the impact of interpersonal influences. Consumers’ investment choices are consistently influenced by the information and opinions of others, whereas CSII only strengthens the impact of interpersonal influence in a voluntary informational setting.
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