My opinion or yours? An investigation on the effects of individual traits and group influences on the attitude-behaviour relationship.

• Main Authors: Lum, Meiyin., Thong, Eileen Yong Ci., Wang, Yun Fa.
• Other Authors: Chung, Cindy Mann Yien
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/9630
• Institution: Nanyang Technological University

Past research has established that attitudes are reliable predictors of future behavior. This study explores how the relationship between consumer attitudes and behaviour (purchase intention) would be affected by interpersonal influence in a group.