Self Construal, Reference Groups, and Brand Purchase Behavior

We’ve long known that consumers’ brand preferences can be influenced by others (Stafford 1966). This study builds on previous research and explores the association between consumer brand purchases and those of one’s parents, peers and siblings. Further, it explores whether self-construal is a factor in the relation between reference group purchases and one’s own purchase behavior. We find that siblings play a dual role as referents, emulating both family and peers. We also find that self-construal influences perceptions of the importance played by one’s self versus others in brand purchases.


Deborah Cours, Kristen Walker, and Tina Kiesler (2007) ,"Self Construal, Reference Groups, and Brand Purchase Behavior", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 469-474.


Deborah Cours, California State University, Northridge
Kristen Walker, Calfiornia State University, Northridge
Tina Kiesler, California State University, Northridge


E - European Advances in Consumer Research Volume 8 | 2007

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