Social Influence on Post Purchase Brand Attitudes

Kirk L. Wakefield, Baylor University
George W. Stone, Georgia College & State University
ABSTRACT - Self-determination and attribution theory form the basis for examining differences in brand attitudes following purchase decisions for a university education (Study 1) and an automobile (Study 2). In the first study, we examine differences in attitudes in those who recently entered the university (freshmen) vs. those whose entry is more distant (sophomores), testing for differences based on whether family or peers influenced the decision to enter the university. In Study 2, we test for differences in post purchase brand attitudes due to recent/distant purchase time, family and peer influence and consumption purpose (functional/hedonic). Brand attitudes remain highest for those who independently purchased an automobile for hedonic reasons. The worst-case brand attitude scenario occurs for distant functional purchases heavily influenced by family and friends. Implications for personal selling and advertising management, social persuasion theory and marketing pedagogy, and future research conclude the paper.
[ to cite ]:
Kirk L. Wakefield and George W. Stone (2004) ,"Social Influence on Post Purchase Brand Attitudes", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 740-746.