Peer Influence Among Young Adults’ Products Purchase Decisions |
This paper seeks to contribute tothe existing body of the literature on reference group influence. Specifically,it focuses on peer influence among young adults’ products purchasedecisions. A convenience sample of 101university students participated in this study. The results of Analysis ofVariance and t-tests indicated that there is more normative influence for apublic luxury (sunglasses) than for a private luxury (cell phone) and privatenecessity (toothpaste). Informational influence was also more for a publicluxury than a private necessity. Additionally, a public necessity (shoes) had more normative influencethan a private luxury and private necessity as well as a high informationalinfluence than private necessity. Overall, these results demonstrated that theinfluence of peers varies across various product categories.