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Persuasibility and the self – Investigating heterogeneity among consumers

Koller, Monika ; Floh, Arne ; Zauner, Alexander ; Rusch, Thomas

Australasian Marketing Journal (AMJ), May 2013, Vol.21(2), pp.94-104 [Peer Reviewed Journal]

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  • Title:
    Persuasibility and the self – Investigating heterogeneity among consumers
  • Author/Creator: Koller, Monika ; Floh, Arne ; Zauner, Alexander ; Rusch, Thomas
  • Language: English
  • Subjects: Self-Concept ; Susceptibility to Interpersonal Influence ; Heterogeneity ; Finite Mixture Modeling ; Self-Concept ; Susceptibility to Interpersonal Influence ; Heterogeneity ; Finite Mixture Modeling ; Business
  • Is Part Of: Australasian Marketing Journal (AMJ), May 2013, Vol.21(2), pp.94-104
  • Description: ► The relation between the self and susceptibility to interpersonal influence is heterogeneous. ► We apply finite mixture modeling. ► We identify two different consumer segments. ► Personality-related latent variables are used to describe the segments found. ► Implications for marketing practice are derived. This article investigates unobserved heterogeneity in the relation between self-related variables and susceptibility to interpersonal influence. We test a structural model explaining susceptibility to interpersonal influence through self-concept clarity and self-esteem. As the degree of interpersonal persuasibility can vary significantly across individuals, we apply finite mixture modeling to identify unobserved heterogeneity and, hence, different customer segments, based on a database of n=1013. We find two different groups for which the path coefficients in the structural model partly differ. These groups can be described in terms of personality-related...
  • Identifier: ISSN: 1441-3582 ; DOI: 10.1016/j.ausmj.2013.02.004