Consumer Susceptibility to Interpersonal Influence
CSIISusceptibility to Interpersonal Influence
12 items
1989
α 0.81–0.88
Free
Bearden, W.O., Netemeyer, R.G., & Teel, J.E.
What it measures
Measures two forms of social influence on consumer behaviour: normative influence (purchasing brands to gain social approval or conform to others' expectations) and informational influence (using others' behaviour and opinions as information for one's own decisions). One of the most widely used measures of social influence susceptibility in consumer research.
Representative items
- I rarely purchase the latest fashion styles until I am sure my friends approve of them. (Normative)
- If other people can see me using a product, I often purchase the brand they expect me to buy. (Normative)
- I achieve a sense of belonging by purchasing the same products and brands that others purchase. (Normative)
- To make sure I buy the right product or brand, I often observe what others are buying and using. (Informational)
- I frequently gather information from friends or family about a product before I buy. (Informational)
Citation
Bearden, W.O., Netemeyer, R.G., & Teel, J.E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473–481.