Effect of Social Norm on Consumer Demand: Multiple Constraint Approach

The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect...
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Autor*in:	Sungjee Choi [verfasserIn] Inwoo Nam [verfasserIn] Jaehwan Kim [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2020

Schlagwörter:	social norms constraint choice model multiple discreteness bayesian estimation

Übergeordnetes Werk:	In: Asia Marketing Journal - Korean Marketing Association, 2022, 22(2020), 1, Seite 41-60
Übergeordnetes Werk:	volume:22 ; year:2020 ; number:1 ; pages:41-60

Links:	Link aufrufen Link aufrufen Link aufrufen Journal toc Journal toc

DOI / URN:	10.15830/amj.2020.22.1.41

Katalog-ID:	DOAJ039461416

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spelling	10.15830/amj.2020.22.1.41 doi (DE-627)DOAJ039461416 (DE-599)DOAJdc799c97955a4a0ab9e4231a19d24fc8 DE-627 ger DE-627 rakwb eng HF5001-6182 Sungjee Choi verfasserin aut Effect of Social Norm on Consumer Demand: Multiple Constraint Approach 2020 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’. social norms constraint choice model multiple discreteness bayesian estimation Business Inwoo Nam verfasserin aut Jaehwan Kim verfasserin aut In Asia Marketing Journal Korean Marketing Association, 2022 22(2020), 1, Seite 41-60 (DE-627)1801707464 27656500 nnns volume:22 year:2020 number:1 pages:41-60 https://doi.org/10.15830/amj.2020.22.1.41 kostenfrei https://doaj.org/article/dc799c97955a4a0ab9e4231a19d24fc8 kostenfrei https://amj.kma.re.kr/journal/vol22/iss1/3/ kostenfrei https://doaj.org/toc/1598-7868 Journal toc kostenfrei https://doaj.org/toc/2765-6500 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ SSG-OLC-PHA GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2014 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 22 2020 1 41-60
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allfieldsGer	10.15830/amj.2020.22.1.41 doi (DE-627)DOAJ039461416 (DE-599)DOAJdc799c97955a4a0ab9e4231a19d24fc8 DE-627 ger DE-627 rakwb eng HF5001-6182 Sungjee Choi verfasserin aut Effect of Social Norm on Consumer Demand: Multiple Constraint Approach 2020 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’. social norms constraint choice model multiple discreteness bayesian estimation Business Inwoo Nam verfasserin aut Jaehwan Kim verfasserin aut In Asia Marketing Journal Korean Marketing Association, 2022 22(2020), 1, Seite 41-60 (DE-627)1801707464 27656500 nnns volume:22 year:2020 number:1 pages:41-60 https://doi.org/10.15830/amj.2020.22.1.41 kostenfrei https://doaj.org/article/dc799c97955a4a0ab9e4231a19d24fc8 kostenfrei https://amj.kma.re.kr/journal/vol22/iss1/3/ kostenfrei https://doaj.org/toc/1598-7868 Journal toc kostenfrei https://doaj.org/toc/2765-6500 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ SSG-OLC-PHA GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2014 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 22 2020 1 41-60
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source	In Asia Marketing Journal 22(2020), 1, Seite 41-60 volume:22 year:2020 number:1 pages:41-60
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callnumber-first	H - Social Science
author	Sungjee Choi
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topic_title	HF5001-6182 Effect of Social Norm on Consumer Demand: Multiple Constraint Approach social norms constraint choice model multiple discreteness bayesian estimation
topic	misc HF5001-6182 misc social norms misc constraint misc choice model misc multiple discreteness misc bayesian estimation misc Business
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title	Effect of Social Norm on Consumer Demand: Multiple Constraint Approach
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title_full	Effect of Social Norm on Consumer Demand: Multiple Constraint Approach
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title_sort	effect of social norm on consumer demand: multiple constraint approach
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title_auth	Effect of Social Norm on Consumer Demand: Multiple Constraint Approach
abstract	The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’.
abstractGer	The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’.
abstract_unstemmed	The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’.
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title_short	Effect of Social Norm on Consumer Demand: Multiple Constraint Approach
url	https://doi.org/10.15830/amj.2020.22.1.41 https://doaj.org/article/dc799c97955a4a0ab9e4231a19d24fc8 https://amj.kma.re.kr/journal/vol22/iss1/3/ https://doaj.org/toc/1598-7868 https://doaj.org/toc/2765-6500
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up_date	2024-07-03T23:27:17.239Z
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