Self Esteem and Socially Influenced Consumer Behavior: Investigating the Mediating Role of Interpersonal Influence among Young Adults in India

Abstract

The study aimed to examine the connection between self esteem and young adults' susceptibility to interpersonal influence in India, and to differentiate between informational and normative components of influence. A cross sectional survey was used, and the study consisted of 127 Indian adolescents (n=58 Male; n=68 female). Rosenberg Self Esteem Scale to evaluate self esteem, and consumer susceptibility was assessed using the Consumer Susceptibility to Interpersonal Influence Scale. Pearson product moment correlations and linear regression analyses was conducted. Results indicated a significant negative association between self esteem and consumer susceptibility, and similar for self esteem and normative influence. No significant relationship was established between self esteem and informational influence. According to regression analyses, self esteem showed a small proportion of variance in overall and normative susceptibility. The results reflect that, rather than informational reliance, self esteem is selectively linked to conformity that is directed toward approval in consuming contexts.