Short answer
Designers and marketers should prioritize creating products and brand narratives that align with social aspirations and perceived status, as these factors are more influential than perceived ease of purchase.
- Field
- Innovation & Markets
- Source
- Cogent Business & Management (2023)
- Method
- Quantitative survey research with structural equation modelling.
- Sample
- 251 participants
- Evidence
- Strong effect
Purchase intentions for premium alcohol are significantly influenced by social norms and personal attitudes, rather than perceived control over the purchase. This innovation & markets research insight is drawn from a 2023 study published in Cogent Business & Management. Using Quantitative survey research with structural equation modelling. with 251 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should prioritize creating products and brand narratives that align with social aspirations and perceived status, as these factors are more influential than perceived ease of purchase.
Social Norms Drive Premium Alcohol Purchase Intentions
Purchase intentions for premium alcohol are significantly influenced by social norms and personal attitudes, rather than perceived control over the purchase.
Cogent Business & Management · 2023
Key Findings
- 01Attitude towards premium alcohol has a positive and significant impact on purchase intention.
- 02Subjective norms (social group influences) have a positive and significant impact on purchase intention.
- 03Perceived behavioural control does not significantly impact purchase intention.
- 04Brand consciousness influences attitude towards premium alcohol.
- 05Status consumption has the strongest relationship, influencing subjective norms.
Application
Design takeaway
Designers and marketers should prioritize creating products and brand narratives that align with social aspirations and perceived status, as these factors are more influential than perceived ease of purchase.
How to apply
When designing or marketing premium products, consider how the product can be positioned to enhance social standing or align with desirable group norms. Use testimonials and endorsements from influential figures or groups.
Project actions
- 01Consider how social trends or peer influence might affect the adoption of a new product.
- 02Explore how a product's perceived status or image can be enhanced through design and marketing.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust statistical method (PLS-SEM) for analysing complex relationships.
- +Investigates moderating effects (need to save face, conformity) which adds depth to the findings.
Limitations
This study focused on premium alcohol; results might differ for everyday products or services where social status is less of a factor.
Reliability & validity
The use of PLS-SEM and a sample size of 251 contribute to the statistical reliability and validity of the findings regarding the relationships between the variables.
Think critically
How might the influence of social norms and status consumption vary across different product categories and cultural contexts?
Design Principles
"Leverage social influence and aspirational framing in product positioning and marketing communications."
Understanding the psychological drivers behind consumer choices, particularly in aspirational markets like premium alcohol, is crucial for effective product development and marketing. This insight highlights the power of social perception and personal values over practical considerations.
What This Means for Your Design
People buy fancy drinks because they like them and their friends approve, especially if it makes them look good, not because it's easy to buy.
How to use in your project
- 1.Use this research to justify focusing on the social or aspirational aspects of your design, rather than just functional improvements, if your product has a social component.
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Quick Cite
Paragraph starter
Research indicates that consumer purchase intentions, particularly for premium goods, are significantly shaped by social influences and personal attitudes rather than perceived ease of acquisition. Specifically, subjective norms and individual attitudes positively correlate with purchase intent, while perceived behavioural control shows no significant effect. The desire for status consumption emerged as a particularly strong driver, influencing social perceptions and, consequently, purchase decisions.
Source
Cogent Business & Management
The role of social group influences when intending to purchase premium alcohol
journal · 2023
View sourceQuestions About This Research
- What does the research say about social norms drive premium alcohol purchase intentions?
- Designers and marketers should prioritize creating products and brand narratives that align with social aspirations and perceived status, as these factors are more influential than perceived ease of purchase. Evidence: Cogent Business & Management (2023).
- Why does "Social Norms Drive Premium Alcohol Purchase Intentions" matter for design?
- Understanding the psychological drivers behind consumer choices, particularly in aspirational markets like premium alcohol, is crucial for effective product development and marketing. This insight highlights the power of social perception and personal values over practical considerations.
- How can designers apply this research?
- Designers and marketers should prioritize creating products and brand narratives that align with social aspirations and perceived status, as these factors are more influential than perceived ease of purchase.
- What were the main findings?
- Attitude towards premium alcohol has a positive and significant impact on purchase intention.. Subjective norms (social group influences) have a positive and significant impact on purchase intention.. Perceived behavioural control does not significantly impact purchase intention.. Brand consciousness influences attitude towards premium alcohol.
- What research method was used?
- Quantitative survey research with structural equation modelling. with 251 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from Cogent Business & Management.
- What should I do differently in my next project?
- When designing or marketing premium products, consider how the product can be positioned to enhance social standing or align with desirable group norms. Use testimonials and endorsements from influential figures or groups.
- What are the limitations?
- The study's findings may be specific to the cultural context of the participants and the premium alcohol market, and may not generalize to all consumer goods or demographics.