A Cross-Cultural Re-Assessment of the “Consumer Susceptibility to Interpersonal Influence” Trait

The “Consumer Susceptibility to Interpersonal Influence Scale” was developed ([@R3]) using samples drawn from the macro-culture (i.e., Americans of European Ancestry, hereinafter referred to as Euro-Americans). Consequently, we do not know what the structure and properties of this scale are for non-Euro-Americans. We investigated these issues in this paper, using samples of African-, Asian and Hispanic-Americans. For comparative purposes, we also included a sample of Euro-Americans in this study. From an analysis of [@R3] scale in these four samples, we found that the underlying structure and properties of the susceptibility to interpersonal influence trait were: (a) largely the same for Euro- and Chinese-Americans, and comparable with those reported in the original study, but, (b) different for African- and Hispanic-Americans from that reported in the original study. Implications for marketers of these findings are discussed.