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A contemporary review of three types of social influence in consumer psychology
Author(s) -
Argo Jennifer J.
Publication year - 2020
Publication title -
consumer psychology review
Language(s) - English
Resource type - Journals
eISSN - 2476-1281
pISSN - 2476-1273
DOI - 10.1002/arcp.1059
Subject(s) - feeling , value (mathematics) , consumer behaviour , psychology , field (mathematics) , social psychology , consumer research , sociology , marketing , computer science , business , mathematics , machine learning , pure mathematics
This review synthesizes the social presence literature that has been conducted in consumer psychology over the past decade. It provides a framework for understanding the impact of other buyers and salespeople on a consumer's thoughts, feelings, and behaviors. The review is structured around three types of social influence: utilitarian, value‐expressive, and informational. Examples of how recent research has explored each type of influence are provided. In addition to integrating the work that has previously been conducted, this review also highlights future research directions for advancing the field's understanding of the role and impact of a social presence on consumers.