Hidden consumption behaviour: an alternative response to social group influence

Thomas Veronica L.; Jewell Robert D.; Johnson Jennifer Wiggins

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Hidden consumption behaviour: an alternative response to social group influence

机译：隐藏的消费行为：对社会群体影响力的另一种应对方式

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摘要

Purpose - This paper aims to examine how conflicting brand preferences between a social group and an individual may lead the individual to hide their consumption. Specifically, the authors examine the conditions under which hiding behaviour is most likely to occur and the impact of susceptibility to interpersonal influence on the decision to hide.

机译：目的-本文旨在研究社会群体和个人之间品牌偏好的冲突如何导致个人隐藏其消费。具体来说，作者研究了最可能发生隐藏行为的条件以及人际关系易感性对隐藏决策的影响。

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来源
《European journal of marketing》 |2015年第4期|512-531|共20页
作者
Thomas Veronica L.; Jewell Robert D.; Johnson Jennifer Wiggins;
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作者单位

Towson Univ, Towson, MD 21252 USA;

Kent State Univ, Kent, OH 44242 USA;

Kent State Univ, Kent, OH 44242 USA;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Decision; making; Influence; Conflict; Social groups;

机译：决策;影响力;冲突;社会群体;

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Hidden consumption behaviour: an alternative response to social group influence

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