The Achilles Heel of Centrality: Group Identification Makes the Central Susceptible to Influence

Are central consumers more or less susceptible to group-influence than marginals? Five studies show that despite their status and influence potential, central members depend on the group to satisfy belonging needs, which turns them vulnerable to group-influence. This process is likely to manifest with social but not with achievement groups.



Citation:

Edith Shalev and Hadas Eiges (2016) ,"The Achilles Heel of Centrality: Group Identification Makes the Central Susceptible to Influence", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 617-618.

Authors

Edith Shalev, Technion University, Israel
Hadas Eiges, Technion University, Israel



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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