Gender Differences In Susceptibility To Normative Social Influence On The Purchase Decisions Of Designer Label Apparel

Abstract

This study examines susceptibility to normative social influence on purchase decisions of designer label apparel in Malaysia. The study focuses on the youth market with special consideration given to gender differences. Influences of family and peers were examined along with celebrity influences. A total of 319 youth participated in the study. Results indicate that gender differences do exist with males exhibiting a higher likelihood of being influenced by their reference groups. Celebrity influence was also found to be weaker than that exerted by direct reference groups.