Consumer susceptibility to interpersonal influence in Mainland China

To validate the consumer susceptibility to interpersonal influence (SUSCEP) scale in China, questionnaires were administered to 1114 adult employees and 350 university students. Confirmatory factor analyses showed that the consumer susceptibility to interpersonal influence scale had a stable three‐factor structure (i.e. the utilitarian, value‐expressive, and informational dimensions) in both samples, while the original two‐factor structure could not be retrieved. Using Chinese samples, the consumer susceptibility to interpersonal influence scale and its three sub‐scales demonstrated acceptable internal reliability, as well as convergent and discriminant validity. Positive correlations between the consumer susceptibility to interpersonal influence scale (as well as its sub‐scales) and attention to social comparison information also indicated good convergent validity. The distinction between utilitarian dimension and value‐expression dimension in Chinese samples as well as the non‐significant correlations of the utilitarian dimension with self‐esteem and the informational dimension with self‐esteem revealed cultural differences between the East and the West.