Willingness to pay a premium for group norms as a measure of reference group influence

dc.contributor.advisorYi, Sunghwan
dc.contributor.advisorAnglin, Paul
dc.contributor.authorSelvakumar, Keeshan
dc.date.accessioned2021-06-04T14:02:24Z
dc.date.available2021-06-04T14:02:24Z
dc.date.copyright2009
dc.degree.departmentDepartment of Marketing and Consumer Studiesen_US
dc.degree.grantorUniversity of Guelphen_US
dc.degree.nameMaster of Scienceen_US
dc.description.abstractResearchers have studied the phenomenon of reference group influence in consumer settings for many years. Previous authors have typically measured influence as favouring group norms over alternatives, with no mention of paying a premium for group norms. The purpose of this study was to examine whether measuring reference group influence as willingness to pay a premium for group norms would change the pre-existing relationships between influence and its antecedents (consumption visibility, group identification, tie strength and consumer need for uniqueness). A structural equation modeling strategy was employed to determine whether these relationships were maintained when consumers actually had to pay a premium to adhere to group norms. The results revealed that consumption visibility does play a direct and moderating role on willingness to pay premiums for group norms. More specifically, consumers with high identification and strong ties are only influenced by their reference group in public conditions. The results also suggest that the effect of need for uniqueness is not strong enough to elicit a reference group influence on consumer choices if the group norm costs more than the alternative.en_US
dc.identifier.urihttps://hdl.handle.net/10214/25885
dc.language.isoen
dc.publisherUniversity of Guelphen_US
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectgroup normsen_US
dc.subjectwillingnessen_US
dc.subjectpayen_US
dc.subjectpremiumen_US
dc.subjectreference groupen_US
dc.subjectinfluenceen_US
dc.subjectconsumer settingsen_US
dc.subjectconsumer choicesen_US
dc.titleWillingness to pay a premium for group norms as a measure of reference group influenceen_US
dc.typeThesisen_US

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