TY - JOUR
AU - Witt, Robert E.
AB - This article discusses the influence of small, informal social groups on member brand choice. Two determinants of group influence, cohesiveness and group knowledge of member behavior, were found to be significantly related to similarity of brand choice within groups. Variation across products in the susceptibility of purchase decisions to group influence is discussed.
TI - Informal Social Group Influence on Consumer Brand Choice
JF - Journal of Marketing Research
DO - 10.1177/002224376900600415
DA - 1969-11-01
UR - https://www.deepdyve.com/lp/sage/informal-social-group-influence-on-consumer-brand-choice-CvvKywpM0c
SP - 473
EP - 476
VL - 6
IS - 4
DP - DeepDyve
ER -