Bernad Batinic, Markus Appel,
"Mass communication, social influence, and consumer behavior: Two field experiments"
, in Journal of Applied Social Psychology, Vol. 43, Nummer 7, Seite(n) 1353?1368, 7-2013
Original Titel:
Mass communication, social influence, and consumer behavior: Two field experiments
Sprache des Titels:
Englisch
Original Kurzfassung:
The present article connects advertising by means of mass communication with social influence processes. Predictions derived from a theoretical model on the impact of mass communication on consumers who were not directly exposed to the message (distant consumers) were tested with two field experiments (Experiment 1: n?=?77 participants, n?=?261 peers; Experiment 2: n?=?97 participants, n?=?289 peers). Both studies addressed consumer behavior in the media sector. The results suggest that mass communication changes the behavior of distant consumers, that recipients' opinion leadership enhances the indirect impact of mass communication, and that recipients' consumer behavior mediates the influence of mass communicated messages on distant consumers. The role of word-of-mouth is also examined.
Sprache der Kurzfassung:
Englisch
Englische Kurzfassung:
The present paper connects advertising by means of mass communication with social
influence processes. Predictions derived from a theoretical model on the impact of mass communication on consumers who were not directly exposed to the message (distant consumers)
were tested with two field experiments (Experiment 1: N = 77 participants, N = 261 peers; Experiment 2: N = 97 participants, N = 289 peers). Both studies addressed consumer behavior in the media sector. The results suggest that mass communication changes the behavior of distant
consumers, that recipients? opinion leadership enhances the indirect impact of mass
communication, and that recipients? consumer behavior mediates the influence of mass communicated messages on distant consumers. The role of word-of-mouth (WOM) is also examined.
Forschungs-