The basic hypothesis of this study is that a meaningful typology of consumer behavior may be segmented along the lines of social character delineated by David Riesman. Under experimental conditions inner- and other-directed subjects indicated a differential preference for specially created advertisements developed to appeal to these two character types. Further, the study analyzed differential exposure to mass media and differential preference for mass media content.
Get full access to this article
View all access options for this article.
References
1.
CentersRichard, “An Examination of the Riesman Social Character Typology: A Metropolitan Survey,”Sociometry, 25(September 1962), 231–240.
2.
MiriamHorowitz, “Social Character and Conformity: A Differential Susceptibility to Social Influence,”Journal of Social Psychology, 60 (July 1963), 343–349.
3.
DornbushSanford M., and HickmanLauren C., “Other-Directedness in Consumer Goods Advertising: A Test of Riesman's Historical Theory,”Social Forces, 38, No. 2 (December 1959), 99–102.
4.
GellermannWilliam P., A Field Study of Process Variables in Interpersonal Relations, unpublished Ph.D. dissertation, University of California, Los Angeles, 1964.
5.
GruenWalter, “Preference for New Products and Its Relationship to Different Measures of Conformity,”Journal of Applied Psychology, 44(December 1960), 361–364.
6.
KassarjianHarold H., and KassarjianWaltraud M., Social Values Associated with Riesman's Inner-Other Directed Typology, paper presented at the 1963 annual meeting of the Western Psychological Association.
7.
KassarjianWaltraud M., A Study of Riesman's Theory of Social Character, unpublished Ph.D. dissertation, University of California, Los Angeles, 1960.
8.
KassarjianWaltraud M., “A Study of Riesman's Theory of Social Character,”Sociometry, 25(September 1962), 213–230.
9.
KassarjianWaltraud M., and KassarjianHarold H., “Occupational Interests, Social Values, and Social Character,”Journal of Counseling Psychology, 12, No. 1 (Spring 1965), 48–54.
10.
LintonHarriet, and GrahamElaine, “Personality Correlates of Persuasability,” in JanisIrving L., Personality and Persuasability.New Haven: Yale University Press, 1959, 69–101.
11.
RiesmanDavid, GlazerNathan, and DenneyReuel, The Lonely Crowd, New Haven: Yale University Press, Abridged Edition, 1961.
