June 2013
Beginner
232 pages
7h 38m
English
Content preview from The Psychology of Consumer BehaviorBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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10 The Social Context
The social context refers to the totality of social stimulation that is influencing the individual. This can include the real, imagined, or implied presence of others (e.g., Baron & Byrne, 1987). The social context may be composed of friends, family members, and sales personnel (although discussion of sales personnel is postponed until chapter 12). The social context may also be populated by more indirect, symbolic others, including prominent figures, cultural heroes, and cartoon characters.
The general model of consumer behavior presented in Fig. 1.1 portrays the stimulus situation, the internal processes, intention, behavior, and all of their interactions as being immersed in this social context. The effect of the social ...
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