Conformity Motivation as a Disruptor of Intergenerational Influence within Australia
This paper adds to the existing body of knowledge on intergenerational influence by exploring the effects of peer conformity in an Australian context. This is in line with the Marketing Science Institute’s research priority to engage in research that enables greater understanding of consumer behavio...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Conference Paper |
| Published: |
Australian and New Zealand Marketing Academy
2012
|
| Online Access: | http://www.anzmac.org/conference_archive/2012/papers/091ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/22727 |
| _version_ | 1848750951040548864 |
|---|---|
| author | Osborne, Delane Marchegiani, Chris |
| author2 | Svetlana Bogomolova |
| author_facet | Svetlana Bogomolova Osborne, Delane Marchegiani, Chris |
| author_sort | Osborne, Delane |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This paper adds to the existing body of knowledge on intergenerational influence by exploring the effects of peer conformity in an Australian context. This is in line with the Marketing Science Institute’s research priority to engage in research that enables greater understanding of consumer behavior. In this study the Attention to Social Comparison Index is utilized as a measure of peer conformity with individuals classified by their index score. This score is then regressed against intergenerational influence with results providing empirical evidence that desire to conform to peer reference groups can act as a disrupter of intergenerational influence. This indicates that within Australia, individuals who are more conscious of the opinions and attitudes of others are more susceptible to peer influence than familial influence for highly visible consumption and prestige behaviours. This finding bears managerial significance as products within this classification should be marketed accordingly. |
| first_indexed | 2025-11-14T07:44:59Z |
| format | Conference Paper |
| id | curtin-20.500.11937-22727 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:44:59Z |
| publishDate | 2012 |
| publisher | Australian and New Zealand Marketing Academy |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-227272023-02-02T07:57:40Z Conformity Motivation as a Disruptor of Intergenerational Influence within Australia Osborne, Delane Marchegiani, Chris Svetlana Bogomolova Richard Lee Jenni Romaniuk This paper adds to the existing body of knowledge on intergenerational influence by exploring the effects of peer conformity in an Australian context. This is in line with the Marketing Science Institute’s research priority to engage in research that enables greater understanding of consumer behavior. In this study the Attention to Social Comparison Index is utilized as a measure of peer conformity with individuals classified by their index score. This score is then regressed against intergenerational influence with results providing empirical evidence that desire to conform to peer reference groups can act as a disrupter of intergenerational influence. This indicates that within Australia, individuals who are more conscious of the opinions and attitudes of others are more susceptible to peer influence than familial influence for highly visible consumption and prestige behaviours. This finding bears managerial significance as products within this classification should be marketed accordingly. 2012 Conference Paper http://hdl.handle.net/20.500.11937/22727 http://www.anzmac.org/conference_archive/2012/papers/091ANZMACFINAL.pdf Australian and New Zealand Marketing Academy restricted |
| spellingShingle | Osborne, Delane Marchegiani, Chris Conformity Motivation as a Disruptor of Intergenerational Influence within Australia |
| title | Conformity Motivation as a Disruptor of Intergenerational Influence within Australia |
| title_full | Conformity Motivation as a Disruptor of Intergenerational Influence within Australia |
| title_fullStr | Conformity Motivation as a Disruptor of Intergenerational Influence within Australia |
| title_full_unstemmed | Conformity Motivation as a Disruptor of Intergenerational Influence within Australia |
| title_short | Conformity Motivation as a Disruptor of Intergenerational Influence within Australia |
| title_sort | conformity motivation as a disruptor of intergenerational influence within australia |
| url | http://www.anzmac.org/conference_archive/2012/papers/091ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/22727 |