Caste based endogamy is one of the main characteristics of traditional caste system practiced in rural Pakistan. Members of different quoms do not inter-marry or at least do not prefer to marry out of their quom. While social acceptance for inter quom marriages among different landowning quoms is increasing in Punjabi villages, inter marriages between landowning quoms and service providing quom...

Purpose: This paper seeks to answer two research questions which are " What are key factors which influence Chinese to adopt mobile technology? " and " Do these key factors differ from factors which are identified from Western context? " Design/methodology: The findings from a pilot study with 45 in-depth interviews are used to develop questionnaires and test across 800 residents from the three...

The individual preference effect supplements the predominant group-level explanations for the failure of groups to solve hidden profiles. Even in the absence of dysfunctional group-level processes, group members tend to stick to their suboptimal initial decision preferences due to preference-consistent evaluation of information. However, previous experiments demonstrating this effect retained t...

Motivated by a desire to extend the Social Influence Model of Technology Use, this paper empirically examines the impact of normative social influence on group media preference patterns and group meeting outcomes in a setting where established groups voluntarily used various communication media over a three-month software development project period. The overall results suggest that conformity t...

American college students’ and children’s scores on two measures of the need for social approval closely follow changes in the state of the larger society, decreasing signiWcantly from 1958 to 1980 and leveling oV between 1980 and 2001 (total nD 36,004 across 203 samples of college students responding to the Marlowe–Crowne Social Desirability scale; total nD 4741 across 38 samples of children r...

Even though the interaction of intrinsic motivation and concerns for social approval has important implications both for crowding out of intrinsic motivation through incentives and for producer choices, little is known about this interaction empirically. We present a laboratory experiment that provides evidence of a relevant interaction effect in the context of ethical consumption. We elicit a ...

In two experiments, we show how a consumer’s susceptibility to normative influence (SNI) offers useful insights into the effectiveness of two types of testimonials: a typical person endorsement (Study 1) and a celebrity endorsement (Study 2). Specifically, we suggest that two variables moderate testimonial effects—SNI and product attribute information. Results show that in forming their evaluat...