The Psychology of Consumer and Social Influence: Theory and Research

Daniel J. Howard (Editor)
Professor of Marketing, Edwin L. Cox School of Business, Dallas, TX, USA

Series: Psychology Research Progress
BISAC: MED085050



Volume 10

Issue 1

Volume 2

Volume 3

Special issue: Resilience in breaking the cycle of children’s environmental health disparities
Edited by I Leslie Rubin, Robert J Geller, Abby Mutic, Benjamin A Gitterman, Nathan Mutic, Wayne Garfinkel, Claire D Coles, Kurt Martinuzzi, and Joav Merrick


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The Psychology of Consumer and Social Influence stands out from other books on the topic of “influence”. Most books on influence or persuasion select authors to focus on subsets of theoretical issues within a fairly narrow research focus. In this book, you will find a set of consumer and social researchers – some among the best in the country who address topics within their areas of expertise. The papers presented here should have a unique appeal because of the diverse range of issues that are examined.

The papers are broadly connected within the consumer and social influence domain, but vary considerably in the theoretical matters the chapters address: empirical studies on how indirect social influence can affect different styles of thinking that result in counterintuitive outcomes; new insights into the issue of self-control as a limited resource and how it affects susceptibility to persuasion and compliance; the different types of appeals most effective in facilitating abstinence from unhealthy habits; how the effectiveness of a company’s public response to brand failures is contingent on different factors involved in such failures; the persuasiveness of different forms of online versus offline consumer influence strategies; an expanded theoretical approach to social responsiveness integrated into an emerging area of theoretical physics: socio-physical modeling; and finally a controversial chapter that defines, tests and validates a scale that measures a commonly used descriptive vulgarity (negative influence) and then demonstrates its utility in predicting interpersonal and social problems.

The empirical and conceptual chapters compiled in this book should be of interest to researchers working in the areas of consumer or social influence looking for new theoretical insights and ideas to investigate, as well as for those seeking stimulating questions or results for classroom learning and discussion. This book provides both. (Imprint: Nova)


Chapter 1. Indirect Social Influence at Work: The Effect of Anticipated Discussion on Thinking Style
Nicole Votolato Montgomery and Rajesh Bhargave (University of Virginia, Charlottesville, VA, USA, and others)

Chapter 2. Self-Control and the Susceptibility to Persuasion, Compliance, and Conformity
Edward Burkley and Thomas Hatvany (Oklahoma State University, OK, USA)

Chapter 3. Blowing Smoke: How Appeal Type Influences Subjective Norms and Intentions to Consume Electronic Cigarettes
Mitchel R. Murdock and Priyali Rajagopal (University of South Carolina, SC, USA)

Chapter 4. Consumer Response to Brand Failures
Sekar Raju (Iowa State University, Ames, IA, USA)

Chapter 5. Rethinking the Diamond Model: Theory and Research Support Self-Anticonformity as a Basic Response and Influence Process
Paul R. Nail and Katarzyna Sznajd-Weron (University of Central Arkansas, AR, USA, and others)

Chapter 6. Direct Marketing on the Internet: Implications on Customer Acquisition, Repeat Buying, and Firm Performance
Jacquelyn Thomas, Richard Briesch and Peggy H. Tseng (Southern Methodist University, Dallas, TX, USA, and others)

Chapter 7. The Vulgar Euphemism (VE) Scale: Entitled Incivility in Social Relations
Daniel J. Howard (Southern Methodist University, Dallas, TX, USA)


“Professor Howard has assembled a brilliant collection of research on the nuances of persuasion that is both diverse and cohesive. The papers provoke thought on the nuances that impact our decision-making processes and how the context of a decision exists within our minds as well as in the external environment. These papers give us insights into how to better construct persuasive campaigns, manage our brand image, and even how to improve our interactions with others on a day-to-day basis.” - Charles Gengler, Dean, School of Business and Information Systems, Professor of Marketing, York College, City University of New York, USA

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