Journal of Consumer Research Vol. 4 No. 2 1977
Students and Housewives: Differences in Susceptibility to Reference Group Influence
open access
Abstract
Two different samples consisting of housewives and students, respectively, were examined in terms of differences in their susceptibility to reference group influence. The results reveal significant differences between housewives and students in terms of the influence which the three types of reference groups have upon brand selection. The findings raise a serious question concerning the external validity of studies which use students as subjects yet make generalizations to a broader population base.
- DOI
- 10.1086/208685
- Volume
- 4
- Issue
- 2
- Pages
- 102
- Language
- en
- Sources
- crossref openalex