The Effect of CSII on Armenian-Americans’ Pre-purchase Information-Search Tendencies
Denver D’Rozario and Guang Yang · 2014
Catalogue summary
A modified consumer-susceptibility scale applied to Armenian Americans links informational influence to family advice and normative influence to learning wider cultural expectations beyond the household in a business-suit purchase scenario.
Why this matters
The study offers diaspora-specific evidence about how family and mainstream sources differently guide Armenian-American consumer decisions.
Citation
Denver D’Rozario and Guang Yang 2014. The Effect of CSII on Armenian-Americans’ Pre-purchase Information-Search Tendencies. International Journal of Marketing Studies. https://doi.org/10.5539/ijms.v6n5p52
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