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There are two forms of consumer susceptibility to social influence; informational susceptibility and normative
susceptibility (Bearden et al., 1989; Wang et al., 2005). Informative susceptibility to the social influence occurs when
the buying behaviour derives from the professional opinion of others. Such cases take place when the quality and the
wise purchasing decisions are dependent on the view of others; or in situations in which consumers lack knowledge
of the product category (Ang et al., 2001; Wang et al., 2005). Normative susceptibility, on the other hand, is the
buying behaviour that is derived from the expectation of what would impress others, not based on others’ opinions
(Ang et al., 2001; Wang et al., 2005). As self-image plays an important role in making a purchase decision, buying
quiet or loud brands are relatively crucial factors in the final decision because individuals live in a community that
enforces upon them the pressure to build up an image of themselves. Hence, it is assumed that there is a relationship
between purchasing logoed items and having a positive social image. By the same token, consumers with higher
susceptibility to social influence may display negative attitudes toward non-logoed items and instead buy logoed
items. It could be then argued that high susceptibility to the social influences brings more loud brands than quiet
brands to the consumers’ closet.
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