Are Ingroup Recommendations Always Better? the Role of Outgroup Credibility on Parental Purchases and Attitudes

This paper uncovers how outgroup credibility can reduce ingroup bias. In particular, this paper examines how credibility acts as a boundary condition to social influence of parents (ingroups) and pediatricians (outgroups), turning outgroups more influential than ingroups on parental purchase intentions and brand attitudes.



Citation:

Fábio Miguel Ferrony Varela Martins, Márcia Maurer Herter, Raquel Reis Soares, and Diego Costa Pinto (2020) ,"Are Ingroup Recommendations Always Better? the Role of Outgroup Credibility on Parental Purchases and Attitudes", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1236-1236.

Authors

Fábio Miguel Ferrony Varela Martins, Universidade Europeia
Márcia Maurer Herter, Universidade Europeia
Raquel Reis Soares, Universidade Europeia
Diego Costa Pinto, Nova IMS - Information Management School



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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