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



Share Proceeding

Featured papers

See More

Featured

I13. Ambient Light, Gender, and Creativity

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA

Read More

Featured

Linguistic Antecedents of Anthropomorphism

N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France
L. J. Shrum, HEC Paris, France

Read More

Featured

M10. I Need a Hero: How Loneliness Interacts with the Symbolic Meaning of Products to Affect Consumer Attitude

Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.