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undergraduate thesis
Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation
Dubrovnik: RIT Croatia, 2021. urn:nbn:hr:229:687087
Kuši, Dejana
RIT Croatia

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Kuši, D. (2021). Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation (Undergraduate thesis). Dubrovnik: RIT Croatia. Retrieved from https://urn.nsk.hr/urn:nbn:hr:229:687087

Kuši, Dejana. "Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation." Undergraduate thesis, RIT Croatia, 2021. https://urn.nsk.hr/urn:nbn:hr:229:687087

Kuši, Dejana. "Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation." Undergraduate thesis, RIT Croatia, 2021. https://urn.nsk.hr/urn:nbn:hr:229:687087

Kuši, D. (2021). 'Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation', Undergraduate thesis, RIT Croatia, accessed 20 April 2024, https://urn.nsk.hr/urn:nbn:hr:229:687087

Kuši D. Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation [Undergraduate thesis]. Dubrovnik: RIT Croatia; 2021 [cited 2024 April 20] Available at: https://urn.nsk.hr/urn:nbn:hr:229:687087

D. Kuši, "Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation", Undergraduate thesis, RIT Croatia, Dubrovnik, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:229:687087

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Metadata
TitleAre You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation
AuthorDejana Kuši
MentorVanda Bazdan (mentor)
GranterRIT Croatia
Dubrovnik
Defense date and country2021-04-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Abstract The purchasing decisions of consumers have been reshaping rapidly, therefore, businesses need to implement a transitional approach to marketing and sales of the products and utilize the advantage of knowing what influences those purchasing decisions in order to achieve competitive advantage. This paper investigates the influence of social proof and authority on consumers’ evaluation of the product. A research was conducted in the form of an experiment in which three groups of participants were required to evaluate three glasses of identical wine. One group was a control group with no exerted influence while two other groups were experimental groups exposed to manipulation of social proof and authority. Results suggest that social proof and authority are positively correlated with the evaluation of the product while there is no significant influence of socio-demographic variables. The findings of the study can be applied in marketing and sales sectors and used as a tool to successfully influence decisions consumers make when buying the products.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:229:687087
Study programmeTitle: Service Management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
RepositoryRIT Croatia Digital repository
Created on2021-07-29 11:32:11

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