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Abstract

This research examines the relationship between consumer susceptibility to interpersonal influence and attributional sensitivity. It is hypothesized that consumer susceptibility to interpersonal influence is moderated by the level of attributional sensitivity. Across two studies, this hypothesis was supported. Individuals high in attributional sensitivity scored higher on various measures of consumer susceptibility to interpersonal influence than individuals low in attributional sensitivity. This suggests that consumers susceptible to the influence of others are more likely to purchase products that they perceive will lead others to make favorable attributions about them, and avoid purchasing products that they perceive will lead others to evaluate them negatively. © 1992 John Wiley & Sons, Inc.