Peer influence strategies in collectively consumed products (events and festivals): an exploratory study among university students

Abstract

Purpose The purpose of this paper is to examine 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 and festivals. Design/methodology/approach Five females and three males studying for a degree in the UK were interviewed. Independent analysis of the interview transcripts was undertaken to identify persuasion and resistance strategies, as well as the factors influencing a strategy’s success. Findings A number of persuasion and resistance strategies are used and certain strategies use specific language techniques. Some of these strategies are only applicable to reference groups who have a history of consuming products together, as they resort to past experiences as a means of producing a persuasion or resistance argument. The extent to which the influence is successful is also discussed as being very subjective and dependent on the particular context of the persuasion exercise. Originality/value This is the first paper to exclusively examine peer influence in the context of collectively consumed products, notably influence and resistance strategies and the conditions which can make these effective. The paper illustrates the types of strategies peers use when attending events, in particular those used by people who live in a fairly close social system (university study) and where there is no formal hierarchy (in contrast with parent–children influence). The context can influence the types of strategies used, for example, the nature of the relationship between students, which is based on high levels of trust, makes it inappropriate to use certain strategies.