Peer presence promotes popular choices: A “Spicy” field study on social influence and brand choice

Volume: 61, Pages: 102594
Published: Jul 1, 2021
Abstract
null null Retail research has highlighted how the presence of others can affect consumers' brand evaluations, purchase intentions, and choice behavior. This field study investigated whether the presence (vs. absence) of peers and other consumers, respectively, could influence consumers' propensity to purchase popular brands (i.e., a market leader) within a given product category. Consumers at a supermarket were observed when standing in front of...
Paper Details
Title
Peer presence promotes popular choices: A “Spicy” field study on social influence and brand choice
Published Date
Jul 1, 2021
Volume
61
Pages
102594
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