Persuasibility and the self – Investigating heterogeneity among consumers

This article investigates unobserved heterogeneity in the relation between self-related variables and susceptibility to interpersonal influence. We test a structural model explaining susceptibility to interpersonal influence through self-concept clarity and self-esteem. As the degree of interpersonal persuasibility can vary significantly across individuals, we apply finite mixture modeling to identify unobserved heterogeneity and, hence, different customer segments, based on a database of n = 1013. We find two different groups for which the path coefficients in the structural model partly differ. These groups can be described in terms of personality-related characteristics like materialism, the need for uniqueness and persuasion knowledge, as well as by demographics. It is crucial for both retailers and e-tailers to understand which consumer segments are more prone than others to interpersonal influence. The findings of the present study contribute to the understanding of fundamental phenomena in consumption choice behavior and provide guidance for psychographic segmentation.

► The relation between the self and susceptibility to interpersonal influence is heterogeneous.
► We apply finite mixture modeling.
► We identify two different consumer segments.
► Personality-related latent variables are used to describe the segments found.
► Implications for marketing practice are derived.