HOME > Research Studies > About Peer Influence Studies

About Peer Influence Studies

Studies showed that materialism is higher in children who communicate with peers more frequently (Churchill & Moschis, 1979; Moschis & Churchill, 1978) and who are more susceptible to their influence (Achenreiner, 1997). Children who often communicate with peers about consumption may indicate their status of anxiety and the need for peer approval (Chan, 2009).

Susceptibility to peer influence reflects a willingness to comply with the wishes of others (normative influence) and a willingness to accept and internalize information from others (informative influence). It also reflects a person’s need to identify or enhance one’s image with significant others through material possessions (Bearden, Netemeyer, & Teel, 1989).

 

Normative peer influence is measured by three items:

These items are from a study by Mangleburg and Bristol (1998).

 

Informative peer influence is measured by three items:

These items are from a study by Mangleburg and Bristol (1998).

 

Social comparison

According to Festinger’s social comparison theory (Festinger, 1954), people have a drive to evaluate themselves by comparison with others when objective means are not available. The theory hypothesizes that comparison occurs within groups and in other face-to-face situations. Other scholars have hypothesized that comparison is made between people who belong to different social groups (Merton, 1957). Individuals can decide to compare themselves with others who are worse off (downward comparison) to bolster their self-esteem, with others who are better off (upward comparison), or with idealized media images (Schiffman & Kanuk, 2004). Richins (1991) suggests that individuals can also engage in social comparison with people that they do not have personal contacts, such as models in advertisements.

 

Social comparison with friends on consumption is measured by the responses to the following two statements:

 

References