The Role of Values, Collective Self-Esteem and Consumer Susceptibility to Interpersonal Influence in Predicting Attitudes Toward Drinking in Norwegians

ABSTRACT - Excessive alcohol consumption contributes to numerous health problems and substantial economic loss. Research indicates that alcohol consumption is closely linked to attitudes toward drinking, and this linkage has often been the basis for interventions and advertising campaigns designed to reduce alcohol consumption. In the present study, 186 Norwegian participants were given measures of attitudes toward drinking, values, collective self-esteem, and consumer susceptibility to interpersonal influence. These data were used to develop a model in which interpersonal values, external values, and consumer susceptibility to interpersonal influence predicted attitudes toward drinking, and collective self-esteem predicted both values and susceptibility to interpersonal influence.

Citation:

David H. Silvera, Joanna R. Gabler, Anne M. Lavack, and Fredric Kropp (2003) ,"The Role of Values, Collective Self-Esteem and Consumer Susceptibility to Interpersonal Influence in Predicting Attitudes Toward Drinking in Norwegians", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 22.

European Advances in Consumer Research Volume 6, 2003      Page 22

THE ROLE OF VALUES, COLLECTIVE SELF-ESTEEM AND CONSUMER SUSCEPTIBILITY TO INTERPERSONAL INFLUENCE IN PREDICTING ATTITUDES TOWARD DRINKING IN NORWEGIANS

David H. Silvera, University of Tromso, Norway

Joanna R. Gabler, BMC Software, Inc., USA

Anne M. Lavack, University of Regina, Canada

Fredric Kropp, Monterey Institute of International Studies, USA

ABSTRACT -

Excessive alcohol consumption contributes to numerous health problems and substantial economic loss. Research indicates that alcohol consumption is closely linked to attitudes toward drinking, and this linkage has often been the basis for interventions and advertising campaigns designed to reduce alcohol consumption. In the present study, 186 Norwegian participants were given measures of attitudes toward drinking, values, collective self-esteem, and consumer susceptibility to interpersonal influence. These data were used to develop a model in which interpersonal values, external values, and consumer susceptibility to interpersonal influence predicted attitudes toward drinking, and collective self-esteem predicted both values and susceptibility to interpersonal influence.

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