Social Influence in Marketing

Much of consumer behavior is socially based, involving public consumption of products, exposure to individuals or groups engaging in consumption, and discussions about products with family, friends, acquaintances, and strangers. We examine research on the effects of social influence on consumer behavior, focusing on articles from the top journals in the field. A large part of this work applies and expands on theories developed in the field of psychology; however, given the interdisciplinary nature of marketing, consumer research incorporates findings from other fields, including economics, sociology, anthropology, and communications. Some topics unique to consumer research include gift giving, brand community, and word of mouth. We close the chapter with a discussion of social influence research opportunities in the consumer behavior domain.