Conformity Motivation as a Disruptor of Intergenerational Influence within Australia
MetadataShow full item record
This paper adds to the existing body of knowledge on intergenerational influence by exploring the effects of peer conformity in an Australian context. This is in line with the Marketing Science Institute’s research priority to engage in research that enables greater understanding of consumer behavior. In this study the Attention to Social Comparison Index is utilized as a measure of peer conformity with individuals classified by their index score. This score is then regressed against intergenerational influence with results providing empirical evidence that desire to conform to peer reference groups can act as a disrupter of intergenerational influence. This indicates that within Australia, individuals who are more conscious of the opinions and attitudes of others are more susceptible to peer influence than familial influence for highly visible consumption and prestige behaviours. This finding bears managerial significance as products within this classification should be marketed accordingly.
Showing items related by title, author, creator and subject.
Barroom aggression among Australian men: Associations with heavy episodic drinking, conformity to masculine norms, and personal and perceived peer approval of barroom aggressionMiller, Peter; Zinkiewicz, L.; Hayley, A.; Sonderlund, A.; Litherland, S.; Medew-Ewen, T.; Wells, S.; Graham, Kathryn (2016)© 2016, Alcohol Research Documentation Inc. All rights reserved. Objective: Research suggests that heavy episodic drinking (HED), perceived peer norms, and personal approval of aggression influence male barroom aggression ...
Barrett, G.; Cigdem, M.; Whelan, S.; Wood, Gavin (2015)As house prices in Australia have increased, concern has been expressed about the ability of young Australians to attain home ownership. In August 2014, for example, the proportion of all mortgage financed dwelling ...
Burns, Sharyn; Maycock, Bruce; Cross, D.; Brown, G. (2008)Utilizing an interactionist perspective, two associated sensitizing constructs, and a combination of social psychological theory, this article reports on the influence of the peer group on individual perceptions, and its ...