Values,Susceptibility to Normative Influence,and Attribute Importance Weights: A Nomological Analysis

It is argued that the construct of individual susceptibility to normative influence (SNI) needs to be put into a wider nomological framework, with antecedents and consequences. Based on prior literature, a causal sequence is hypothesized in which values are antecedent to SNI, which itself shapes the importance placed by the individual on different attributes. It is further suggested that the relation between values and SNI is strongest for “external” values, and that high SNI leads to greater importance for attributes that provide “socially visible” benefits. Data from a national field survey (N= 663) on consumer preferences are analyzed to test these hypotheses, using confirmatory factor analysis via LISREL 8.30 (Jöreskog & Sörbom, 1993). The analysis finds support for most of the hypothesized structural relations.