Social Influence on Managerial and Consumer Decision Making

In three projects, we aim at shedding further light on processes behind social influence on managerial and consumer decision making. First, we provide insights into the effects of close consumer relationships on managerial perception of consumers' risks and decision making. Second, we focus on the social influence on consumers' decision to adopt and abandon cultural tastes. Third, using a survey context, we discuss the social influence on consumers' decision to help others.