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The Influence of Perceived Role Models on College Students' Purchasing Intention and Product-Related Behavior
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by Colleen J. Sullivan and Camille E. Buckner - Frostburg State University
Categories: I/O | Social
The perceived influence of role models on purchasing intention and product-related behavior was examined in college students (22 men, 47 women). The first hypothesis was that perceived role models (parental, peer, and celebrity) would have a significant influence on participants' purchase intention and product-related behavior in comparison to the no role model control condition. An additional hypothesis was that direct role models (parental and peer) would have a greater influence on purchase intention and product-related behavior than indirect role models (celebrities). Participants were given a survey to measure the perceived influence of role models. Results demonstrated that parental role model prompts had a significantly greater influence on purchase intention and product-related behavior than the celebrity role model or no role model. In addition, direct association role model prompts (parental and peer) had a greater influence on purchase intention and product-related behavior than indirect association role model prompts (celebrities). The current findings could be applied to the marketing industry, which could increase advertisements that include parental figures endorsing products and decrease the amount of celebrity endorsements.