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    Conformity Motivation as a Disruptor of Intergenerational Influence within Australia

    Access Status
    Fulltext not available
    Authors
    Osborne, Delane
    Marchegiani, Chris
    Date
    2012
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Osborne, D. and Marchegiani, C. 2012. Conformity Motivation as a Disruptor of Intergenerational Influence within Australia, in Bogomolova, S. and Lee, R. and Romaniuk, J. (ed), Australian and New Zealand Marketing Academy Conference, Dec 3-5 2012. Adelaide, South Australia: Australian and New Zealand Marketing Academy.
    Source Title
    Proceedings of the Australian and New Zealand Marketing Academy conference
    Source Conference
    Australian and New Zealand Marketing Academy Conference
    Additional URLs
    http://www.anzmac.org/conference_archive/2012/papers/091ANZMACFINAL.pdf
    ISSN
    1447-3275
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/22727
    Collection
    • Curtin Research Publications
    Abstract

    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.

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