Journal of
Marketing Development and Competitiveness
Scholar Gateway
Abstracts prior to volume 5(1) have been archived!Issue 5(1), October 2010 -- Paper AbstractsGirard (p. 9-22)Cooper (p. 23-32)Kunz-Osborne (p. 33-41)Coulmas-Law (p.42-46)Stasio (p. 47-56)Albert-Valette-Florence (p.57-63)Zhang-Rauch (p. 64-70)Alam-Yasin (p. 71-78)Mattare-Monahan-Shah (p. 79-94)Nonis-Hudson-Hunt (p. 95-106) 
JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
The Role of Demographics on the Susceptibility to Social Influence: A Pretest Study
Author(s): Tulay Girard
Citation: Tulay Girard, (2010) "The Role of Demographics on the Susceptibility to Social Influence: A Pretest Study," Journal of Marketing Development and Competitiveness, Vol. 5, Iss. 1, pp. 9 - 22
Article Type: Research paper
Publisher: North American Business Press
Abstract:
This study investigates the role of demographics, specifically gender, on susceptibility to three social influence types for certain products. Data were collected in two stages from business students at a large university. Analyses were performed at the construct and product levels. At the construct level, marital status and living situation were found to be the significant demographics for both informative and normative influences. At the product level, gender, ethnicity, marital status, and living situation were found to be influential demographics for both informative and normative influences. The hypotheses are supported for certain demographics and products. Limitations and suggestions are discussed.
