Market segmentation based on consumers’ susceptibility to reference group types of influence: Multivariance analysis
In this paper we begin with McGuire’s concept of influenceability, according to which individuals differ based on their susceptibility to social influence. The theoretical part explains three types of influence by reference groups and presents previous results relevant to the issue of this paper. Th...
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| Format: | Article |
| Language: | English |
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Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2006-12-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/34567 |