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Collective self-esteem and susceptibility to interpersonal influence: a study on Indian consumers

Published Online:pp 150-169https://doi.org/10.1504/IJBCG.2013.056488

Individual’s self-identity is derived from group membership and associations. The current research examines influence of collective self-esteem (CSE) on Indian consumers’ susceptibility to interpersonal influence (CSII). The moderating influence of demographics on CSE in predicting CSII was studied. Results indicate that CSE and CSII scales get modified in Indian context. Membership esteem and negative self-esteem were important predictors to CSII. Age, gender, and income emerge as important factors moderating CSE’s influence on CSII. The findings can help companies in targeting Indian consumers according to their group identity and membership. The definition of self can be used for companies framing their advertising and promotional messages.

Keywords

collective self-esteem, CSE, consumers’ susceptibility to interpersonal influence, CSII, demographics, Indian consumers, culture

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