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Effect of assimilation on consumer susceptibility to interpersonal influence

Effect of assimilation on consumer susceptibility to interpersonal influence The impact of assimilation on a consumer’s susceptibility to interpersonal influence is assessed in samples of first‐generation Armenian and Chinese immigrants to the US. We find that: (a) Chinese immigrants are more susceptible to interpersonal influence than are Anglo‐Americans who in turn are more susceptible to this influence than are Armenian immigrants, (b) Chinese immigrants are especially susceptible to the normative type of interpersonal influence and (c) Chinese immigrants’ susceptibility to both types of interpersonal influence decreases significantly as they identificationally‐assimilate, whereas Armenian immigrants’ susceptibility to both types of interpersonal influence decreases significantly as they structurally‐assimilate into the Anglo‐American macro‐culture. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Effect of assimilation on consumer susceptibility to interpersonal influence

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References (42)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010335321
Publisher site
See Article on Publisher Site

Abstract

The impact of assimilation on a consumer’s susceptibility to interpersonal influence is assessed in samples of first‐generation Armenian and Chinese immigrants to the US. We find that: (a) Chinese immigrants are more susceptible to interpersonal influence than are Anglo‐Americans who in turn are more susceptible to this influence than are Armenian immigrants, (b) Chinese immigrants are especially susceptible to the normative type of interpersonal influence and (c) Chinese immigrants’ susceptibility to both types of interpersonal influence decreases significantly as they identificationally‐assimilate, whereas Armenian immigrants’ susceptibility to both types of interpersonal influence decreases significantly as they structurally‐assimilate into the Anglo‐American macro‐culture.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jul 1, 2000

Keywords: Consumer behaviour; Consumer marketing; Interpersonal communications; Influence; Ethnic groups

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