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Social Comparison and Informal Group Influence

George P. Moschis

School of Business, University of Wisconsin, Madison.

Journal of Marketing Research 1976

Little is known about the basis on which an individual selects and is influenced by specific reference groups. An attempt is made to explain consumer susceptibility to informal group influence by Festinger's theory of social comparison. The results of the study support hypotheses derived from the theory and offer insight into the determination of reference group influence. Marketing implications of this theory are discussed.

DOI
10.1177/002224377601300304
Volume
13 (3)
Pages
237-244
Language
en
Export
BibTeX
Sources
crossref openalex