Interpersonal influence in the early plug-in hybrid market: Observing social interactions with an exploratory multi-method approach

We explore the role of interpersonal influence in car buyer’s perceptions of plug-in hybrid vehicles. The context is a PHEV demonstration project at the University of California, Davis, from which individuals from the social networks of 10 households participated in a four to six-week trial. Social interactions were observed between participants and members of their social networks, i.e., alters. The work included social network mapping, a social episode diary, and ranking of experience influences. It is found that interpersonal influence plays an important role in participants’ assessment of plug-in hybrid vehicles technology and that interactions between participants and an alter are more likely to influence the participant’s assessment if: societal aspects of the plug-in hybrid vehicles are addressed, the alter has relatively more alternative-fuel expertise, or the participant and alter are very close socially.

Research highlights
► Social interactions can influence car buyer perceptions of PHEVs.
► Social proximity provides a useful basis for mapping car buyers’ social networks.
► Interactions addressing societal PHEV benefits or involving very close people experienced with alternative fuels are more influential for PHEV drivers.