ERIC Number: ED208321
Record Type: RIE
Publication Date: 1981
Reference Count: 0
Personal and Ecological Factors in the Seeking of Assistance When Making Consumer Decisions: A Social Comparison Interpretation.
Miller, Duane I.
Failure to establish a strong relationship between attitudes and buying behavior may indicate that the personality-consumer behavior link is mediated by some social mechanism, such as differential propensities toward advice-seeking. Undergraduates (N=75) completed two measures of attitudes, a questionnaire consisting of 10 consumer decisions and the Dean's Alienation Scale to obtain measures of powerlessness and social isolation. A comparison of the highest 15 and lowest 15 scores on the powerlessness scale revealed that, although no statistical significance was found, the high powerlessness subjects tended to seek more involvement in the decision situation and to involve others more for information-seeking than for actual assistance with the decision itself. A comparison of the highest 12 and lowest 12 scores on the social isolation scale revealed a statistically significant interaction between social isolation and target of involvement. Analysis of responses from all 75 subjects revealed that ecological factors, i.e., type of decision, played a role in the involvement of others in consumer decisions. Results suggest the possibility of a social comparison role in consumer decision-making. (NRB)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advice Seeking; Buying Habits; Social Comparison Theory