%0 Journal Article
%T Consumer susceptibility to interpersonal influence and effectiveness of advertising ¨C Construction of a German version of the ¡®CSII¡¯ scale and testing for the use in media and advertisement psychology
%A Woelke
%A J.
%A D¨¹rager
%A A.
%J Journal of Business and Media Psychology
%D 2011
%I Hochschule Fresenius
%X While scales assessing personality traits such as ¡®need for cognition¡¯, ¡®need for closure¡¯, or ¡®need for affect¡¯ as well as situational factors such as ¡®involvement¡¯ or ¡®persuasion knowledge¡¯ are popular in advertisement and consumer research, another aspect ¨C much discussed in personality and social psychology ¨C gained little attention: The fact, that humans systematically differ their general susceptibility to social influence. The present article reports the translation of the ¡®consumer susceptibility to interpersonal influence¡¯ scale CSII from Bearden, Netemeyer, and Teel (1989) to a German version (CSII-D) as well as tests of its psychometric properties.
%K Susceptibility
%K Scale CSII
%K Differential communication psychology
%K Effects of Advertisement
%K Persuasion
%U http://journal-bmp.de/?category_name=current-release&orderby=meta_value&meta_key=order&order=ASC&p=522&lang=en