Entitlement Can Both Decrease and Increase Consumer Susceptibility to Social Influence

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Abstract

Two studies indicate that entitlement—a sense that one deserves special treatment and is exempt from normal social demands—can both buffer and boost consumers’ proneness to social influence. Specifically, Study 1 shows that entitlement reduces susceptibility to consistency appeals. Study 2, however, indicates increased susceptibility to certain scarcity appeals.
Original languageEnglish
Title of host publicationAdvances in Consumer Research
EditorsKristin Diehl, Carolyn Yoon
Place of PublicationDuluth, MN
PublisherAssociation for consumer research
Pages811
Volume43
Publication statusPublished - 2015

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