Susceptibility to Interpersonal Influence in Consumption Context Studying The Difference of Men and Women Case: Students of University of Isfahan

Authors

1 Professor, Management Department, University oflsfahan

2 Student Marketing Management, University of Tehran

3 PhD Student. Human Resources Management, Mashhad Ferdowsi University

4 M.A

Abstract

Social influence is one the most determinant factor in consumer behavior. Previous studies have also shown that women exhibit different responses to social environment stimuli, ompared to men. So the main purpose of present article is to study the difference of men and women with regard to their susceptibility to interpersonal influence in contexts involving consumption. This is a descriptive survey study with a sample of 650 student of University of Isfahan who were enrolled in second semester of year 2007-8. The data gathering instrument was a questionnaire which has been designed by Bearden, et al 1989). The individuals in the sample were selected in a categorized random sampling ethod. The result indicates that susceptibility of students to interpersonal influence on formationa! dimension in consumption context was significant, but with regard to ormative dimension of the index, their susceptibility was not significant. Also with regard to informational dimension of the index, women were more susceptible than men to rerpersonal influence. Also, the reliability of used scale has been measured through onfumatory factor analysis by LISREL software.

Keywords

Women's Studies Sociological and Psychological
Volume 9, Issue 2
September 2011
Pages 105-132

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