Peer influence strategies in collectively consumed products: (Events and Festivals): An exploratory study among university students.

Article English OPEN
Scully, K.; Moital, Miguel;
(2016)

PURPOSE: The paper examines peer influence in the context of purchasing collectively consumed products. The particular focus of the paper is on strategies used by university students for persuasion and resistance when attending events & festivals. METHODOLOGY: Five fema... View more
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