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

Share Proceeding

Featured papers

See More


R9. The Asymmetric Effects Of Attitude Toward The Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human)

Kiwan Park, Seoul National University, USA
Yaeri Kim, Seoul National University, USA
Seojin Stacey Lee, Seoul National University, USA

Read More


Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action

Lena Pellandini-Simanyi, Università della Svizzera Italiana

Read More


Spreading of Alternatives Without a Perception of Choice

Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, 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.