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1 results

  • 10 - Interpersonal Influences in Consumer Psychology

  • from 2 - Consumer Psychology of Groups and Society
  • Edited by Cait Lamberton, Wharton School, University of Pennsylvania, Derek D. Rucker, Kellogg School, Northwestern University, Illinois, Stephen A. Spiller, Anderson School, University of California, Los Angeles
  • Book:
    The Cambridge Handbook of Consumer Psychology
    Published online:
    30 March 2023
    Print publication:
    06 April 2023, pp 273-308

  • Summary

    Consumption is inherently a social activity. Interpersonal influences derive from exposure to others’ communications and actions and can affect the motivations, thoughts, emotions, or behaviors of a given focal consumer. Such influences arise from direct interaction between two or more individuals or from indirect exposure to other individual(s), such as via social media, social norms, or thinking about others. This chapter highlights and integrates the large body of interpersonal influence research from approximately the last five years (published between 2014 and 2021) using an organizing framework built around the customer journey. We also offer thoughts on where we see opportunities for moving interpersonal influences research in new directions.