The impact of the social context on value and expectancy beliefs in an online graduate program: The role of social presence

AbstractIn this paper a sophisticated conception of individuality is developed that extends beyond simple heterogeneity and is consistent with the approach of institutional economics. Studies of human biological and psychological development are used to illustrate the foundations of human individuality and the impact of the social environment on individual development. The link between the social environment and ongoing agential properties is established through the role of habits, which provide some continuity to individual personalities over time and assist them in navigating the social context they inhabit. Reflexivity is established via an agency-structure framework that endows individuals a changeable self-concept and an ability to interpret their relationship to the social context. The coordination of different individuals is explained not simply through reference to institutional structure, but also through the agent-level properties of shared habits. While reducing differences between individuals to one of degrees, shared habits are shown to be particularly important in the context of agent-sensitive institutions. Finally, the potential for different institutional experiences to impact the reflexivity of individuals is explored.

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Anticipated embarrassment due to social presence withholds consumers from purchasing products that feature a lucky charm

European Journal of Marketing ◽

10.1108/ejm-02-2015-0087 ◽

2017 ◽

Vol 51 (9/10) ◽

pp. 1612-1630 ◽

Cited By ~ 3

Author(s):

Di Wang ◽

Harmen Oppewal ◽

Dominic Thomas

Keyword(s):

Social Influence ◽

Impression Management ◽

Social Presence ◽

Purchase Decisions ◽

Product Selection ◽

Content Type ◽

The Social ◽

The Impact ◽

Superstitious Beliefs

Purpose Several studies have shown that superstitious beliefs, such as beliefs in “lucky” product attributes, influence consumer purchase behaviour. Still, little is known about how social influence, in particular mere social presence, impacts consumer superstition-related purchase decisions. Drawing on impression management theory, this paper aims to investigate the effect of social presence on consumer purchase decisions of products featuring lucky charms including the role of anticipated embarrassment as a mediator of the social presence effect. Design/methodology/approach In three studies, participants select products that feature or do not feature a lucky charm. They make these selections under varying conditions of social presence, as induced by the shopping setting in the scenario or through the use of confederates or fellow participants observing them make a real product selection. Participants are students from Australia and China. Findings The studies show that social presence makes consumers less likely to select products that feature a lucky charm. This suppressing effect is mediated by the consumers’ anticipated embarrassment. Research limitations/implications The study investigates the effect of social presence but does not investigate different parameters of social presence such as the number of people present and their familiarity. The study investigates effects for purchase settings but does not include effects of usage and neither does it look into differences across product types or lucky charm types. Practical implications Marketers should be careful to not make lucky charms too publicly salient. Online settings are more suitable than mortar-and-brick settings for selling products featuring a lucky charm. Originality/value The present research is the first to investigate consumer purchase behaviour for a product featuring a lucky charm. It is also the first to investigate the impact of social influence on superstition-based decision-making.

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