Values and collective self‐esteem as predictors of consumer susceptibility to interpersonal influence among university students

This cross‐cultural study examines inter‐relationships between values (using the list of values), collective self‐esteem (CSE), and consumer susceptibility to interpersonal influence (CSII).

Data were collected through surveys administered to 783 university students in four countries (Australia, English‐speaking Canada, Korea, and Norway).

Results indicate that external and interpersonal values are positively related to the normative component of CSII, while internal values are negatively related to the normative component of CSII. The CSE subscale measuring importance of the group to one's identity is positively related to normative CSII, while the CSE subscale of membership esteem is negatively related to normative CSII. Normative CSII was substantially higher among Korean participants than among participants from the other countries.

This research was limited to a sample of university students in Canada, Australia, Norway, and Korea. Future research could expand the sample to include a more representative adult sample, in order to ensure the generalizability of the results.

CSII may be an important factor in many consumer purchases that relate to self‐image. The relationship of values and collective self‐esteem to CSII provides valuable insights to managers regarding consumer purchasing behavior.

Given that values, consumer self‐esteem, and country explain a large degree of the variation in consumer susceptibility to interpersonal influence, managers can benefit from this knowledge when developing advertising content and marketing interventions.