Significant Others: The Role of Perceived Risk, Perceived Value and Perceived Importance in the Brand Decisions of Young Adults

As discussed in previous studies ([@R22]; [@R17]; [@R18]; [@R35]), older adolescents and young adults have, as primary referents, parents, peers and roommates. Two studies further demonstrated that young adults have significant brand choice correspondence with these referents ([@R17]; [@R18]). To explain this brand choice correspondence of young adults with parents and roommates, this study used three explanatory factors: perceived importance; perceived risk; and perceived value associated with the brand choice decision. The hypotheses that referent brand choice correspondence increases with higher levels of perceived importance, perceived risk, and perceived value were supported. Management implications and future research are discussed.