Asymmetric Relationship Between Reference Group Influence on Pro-Health and Deviant Behaviors of Base of Pyramid Consumers

Yam Limbu, Montclair State University
Patrali Chatterjee, Montclair State University
C. Jayachandran , Montclair State University
This research draws from social capital and reference group theories to examine how they influence healthy eating and alcohol abuse of low-income consumers. Data from 711 rural Indian show that asymmetric relationship between structural and cognitive social capital on healthy eating versus alcohol abuse and informational/normative influence moderators.
[ to cite ]:
Yam Limbu, Patrali Chatterjee, and C. Jayachandran (2014) ,"Asymmetric Relationship Between Reference Group Influence on Pro-Health and Deviant Behaviors of Base of Pyramid Consumers", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 339-342.