Having reviewed the first article, it was evident that social and personal factors influence consumers’ behaviour in the purchase of counterfeit CD’s. However this second article goes further in analysing these two factors in more detail. Thus it is necessary that the literature review further extends into those two fields.
3.5 Social influences Social pressure can influence individuals to follow as well as break rules. The most obvious example of social influence is peer pressure. Each consumer will be influenced by social pressure in their attitude differently; depending on the weakness or strength of their character. Consumer weakness or “susceptibility” is “the need to identify with or enhance one’s image in the opinion of significant others through the acquisition and use of products and brands, the willingness to conform to the expectations of others regarding purchase decisions, and the tendency to learn about products by observing others or seeking information from others (Bearden et al., 1989, p. 474)”4. Susceptibility comes in two forms. The first form is that of consumers being susceptible on information, and the purchase decisions they make are based on the expert opinion of others. In these cases, the view of the ‘expert’ regarding quality and their opinion towards the outcome of the decision are critical. Usually this form of susceptibility occurs when a consumer has little or no knowledge concerning the product category. The second form of susceptibility is normative. Normative susceptibility concerns purchase decisions that are based not on the expert opinions of others, but on the expectations of what would impress others. Social peers such as friends and family that feel originals have differential advantages over counterfeits and are aware of the negative consequences of buying counterfeits; have an impact on consumers and influence them 4
“Spot the difference: consumer responses towards counterfeits” Journal of Consumer Marketing, Vol. 18, N o. 3, 2001, p.p. 219-235