Marketing Research Seminars

Details of our upcoming seminars are posted here:

Date: Friday, May 12th, 2017

Speaker: Edith Shalev, Technion - Israel Institute of Technology
Topic: The Dual Effect of Centrality on Susceptibility to Group Influence
Time: 10:00AM - 11:30AM
Place: Henry Angus 966

Abstract: Central consumers – well-connected individuals – can be influencers within their communities. Marketers keenly target them and expect to profit from their authentic word of mouth. Is this expectation realistic? Is the central truly authentic and impervious to social influence? Extant research on this topic yielded mixed findings, portraying the central sometimes as susceptible and sometimes as impervious to social influence. The current research sets to reconcile the seemingly opposing findings in the literature using a dual effect framework. Across four studies, we show that centrality affects susceptibility to group influence (‘SGI’) via two opposing processes: enhanced subjective status decreases SGI, while identification with the group increases SGI. Furthermore, we identify a moderator that sways the effect of centrality on SGI: the group’s achievement orientation. In low achievement groups, group identification effects prevail and turn the central susceptible to influence. In high achievement groups, status effects prevail, and turn the central resistant to influence.