A C T A U N I V E R S I T A T I S L O D Z I E N S I S _____________________fO L IA OECONOMICA 8 5 ,1 9 8 8
W a lte r H ubel*
IN D IV ID U A L S INFLUENCE WITHIN MULTI-PERSON OfcCISION UNITS
1. Aim o f the S tu d y
A n a ly s is and e x p la n a tio n of p r e fe r e n c e fo rm a tio n has been one of the most dominant a re a s in n o rk e tin g re s e a rc h in the n ear p a s t. Though i t i s w e ll known th a t many m ajor consum ption and p u rc h a sin g d e c is io n s a re r e s u l t s of m u lti- p e rso n p u rc h a sin g d e c is io n p ro c e s s e s , most r e s e a rc h a c t i v i t i e s have been d evoted to in d iv id u a l d e c is io n making.
The purpose of t h is paper i s to dem onstrate a new methodology to measure and e x p la in d i f f e r e n t typ e s o f i n d i v i d u a l 's in flu o n c e on group d e c is io n s .
R e s u lts of a p i l o t stu d y based on d e c is io n p ro c e ss e s run d u r ing a computer s im u la te d b u s in e s s game a re p re se n te d in o rd e r to dem onstrate the v i a b i l i t y of the new c o n ce p t.
2 .1 . R e se arch Areas
Group d e c is io n making p ro c e ss e s a re h andled w it h in the th e o ry o f o r g a n iz a t io n a l b e h a v io r and the th e o ry o f sm a ll groups.
In the a re a of consumer b e h a v io r th e re a re re s e a rc h stream s c i r c l i n g around r e fe r e n c e group s, o p in io n le a d e r s and n o rm a tive p r e fe r e n c e b u ild in g . S p e c ia l i n t e r e s t in fa m ily d e c is io n making d u rin g the l a s t y e a rs encouraged th e developm ent of t h i s new and r a t h e r independent r e s e a rc h t r a d i t i o n .
* Dr, a s s is t a n t p r o fe s s o r , Regensburg U n iv e r s it y - (F e d e ra l Re p u b lic o f G erm any).
In s p it e ) i common fundam ents, co n ce p ts and r e s e a rc h t r a d i t io n in the a re a of household • d e c is io n making and o r g a n iz a t io n a l bu ying b e h a v io r d eveloped alm ost In d e p e n d e n tly . W ith in the f i e l d of i n d u s t r i a l m ark eting the in t e r a c t io n approach fo c u s in g on buyer s e lle r - d y a d s emerged as the l a s t re s e a rc h area d e a lin g w ith group d e c is io n making.
An o v e rv ie w of these d i f f e r e n t approaches w it h in th e re s e a rc h of In f lu e n c e I s g iv e n in Tab. 1.
• 2 .2 . M easuring In f lu e n c e in the Area o f M a rk e tin g R esearch
M a rc h 's statem e n t in 1955 [9 ] I s s t i l l r e le v a n t : "One can fin d few s e r io u s attem p ts In the l i t e r a t u r e to r e l a t e form al d e f i n i t io n s o f in flu e n c e e i t h e r to measurement methods or to the main body o f s o c i a l s c ie n c e t h e o r y " .
E s p e c i a l l y th e l i t e r a t u r e o f m ark etin g con veys an imaQe o f ad hoc o p e r a t io n a liz a t io n s w ith l i t t l e r e fe r e n c e to any th e o ry . Ge n e r a l a s s o c ia t io n c o e f f i c i e n t s , d i r e c t q u e s tio n in g methods c o v e r in g d i f f e r e n t c o n s tr u c t s [1 0 ,5 ] a re p r e v a le n t .
The e x am in atio n o f the i n d i v i d u a l 's in flu e n c e as d e s c rib e d in l i t e r a t u r e i s alm ost lim it e d to dyads and ta k e s m ostly in t o a c count o n ly one s id e o f th e p ro c e ss ( i n f l u e n c e r or in f lu e n c e e ) . As a f u r t h e r c h a r a c t e r i s t i c o f t h i s k in d o f r e s e a rc h l i t t l e r e fe r e n c e to s p e c l f i f c s i t u a t io n s can be found because d e c is io n s th a t have a lr e a d y been taken a re s tu d ie d w ith o u t any re g a rd to >the a c t u a l d egree of c o n f l i c t between the d e c is io n - p a r t ie s . F u rth e rm o re , the i n t e r e s t i s c o n c e n tra te d on th e ou tp u t o f th e d e c is io n r a t h e r than on i t s p hases.
The a tte m p ts to e x p la in in f lu e n c e m o stly use the s o c i a l th e o ry of power and do not d i f f e r e n t i a t e between power and in flu e n c e assuming th a t power i s t o t a l l y e x e rte d .
In the f o llo w in g a c o n c e p tu a l framework to q u a n t ify and ex p l a i n in flu e n c e i s p re s e n te d .
3. A New Approach to Measure and to E x p la in I n flu e n c e *
An i n d i v i d u a l ' s or a g ro u p 's in flu e n c e on an i n d iv id u a l or a group i s d e 'in e d аз the change in b e h a v io r o f the o th e r i n d i v i d u al o r group caused by h is a c t s o r p r e fe r e n c e s r e s u l t i n g from
so-In d ivid u al's so-Influence 89
c i a l in t e r a c t io n s and/or the i n d i v i d u a l ' s p re fe re n c e before* en t e r in g the p ro c e s s . T h e re fo re in flu e n c e сэп be measured a c c o rd in g to what degree a d ecisio n - m a k e r succeeds - c o n s c io u s ly or uncon-1- s c io u s ly - in m o d e llin g the groups p r e fe r e n c e s s i m i l i n r to h is own p r e f e r e n c e s .
Any measure o f concordance between the i n d i v i d u a l 's and the g ro u p 's p re fe re n c e a t a g iv e n p o in t in tim e , how ever, i s j u s t a raw measure of in flu e n c e because o f not d is t in g u is h in g between i n flu e n c e and s o c i a l i s a t i o n or chance o f i n t e r n a l i z i n g the p e rc e iv e d m a j o r i t y 's vo te from the b eg in n in g ( a n t ic i p a t e d in flu e n c e of o t h e r s ) .
I t is fa c e v a l i d to c l a s s t l y .1 person as h avin g no - increm en t a l - in flu e n c e i f the group p ic t u ie n c e is j u s t the averag e of th e i n d i v i d u a l s 'p r e f e r e n c e s . V ic e v e r s a , a d e cisio n -m ake r encoura g in g the o th e r members o f the group tr> adapt h is q u ite d i f f e r e n t p o s it io n should be judged as most i n f l u e n t i a l .
S tu d ie s on o p in io n le a d e r s r e v e a l th a t persons a re o p in io n le a d e r s o n ly in a few a re a s of i n t e r e s t . In f lu e n c e i s , how ever, not o n ly r e f e r r e d to d e c is io n o b je c ts but to phases o f the p r e f e ren ce p ro c e s s . As to m u l t i a t t r i b u t e d e c is io n models [ ć , 2 , l l ] one can d i f f e r e n t i a t e in flu e n c e a c c o rd in g to the elem ents of the p r e fe re n c e p ro c e ss [ l i ] such as: - s e t o f p e rc e iv e d d e c is io n o b je c t s , - s e t of r e le v a n t a t t r i b u t e s , - p e rc e p tio n o f o b je c t s , - im portance o f a t t r i b u t e s , - p r e fe r e n c e s .
In f lu e n c e m easures ta k in g in to account the degree o f p o te n t i a l c o n f l i c t between the group m em bers/preferences e t c . a t the s t a r t i n g p o in t o f a d e c is io n p ro ce ss a re those shown in la b . 2. The measurement methodology as f a r as ranks a re concerned f o llo w s the K e n d a ll o p e r a t io n a liz a t io n id e a .
3 .1 . E x p la in in g In f lu e n c e
Power i s d e fin e d as an i n d i v i d u a l 's or a g ro u p 's a b i l i t y to m odify d e c is io n s o f i n d iv id u a ls or a group [ 5 , 3 , 1 ] .
Power emerges in the co u rse of in t e r a c t io n s between i n d i v i d u a l s on the b a s is o f p e rc e iv e d and e v a lu a te d p o s s e s s io n o f power
Comparison o t d i f f e r e n t approaches
R esearch stream s Main is s u e s Response v a r i a b l e s
Sm all groups e x p la n a tio n of
group d e c is io n s p ro c e s s e s
group perform ance
O r g a n iz a t io n a l b e h a v io r d e s c r ip t io n o f group d e c is io n s , o u tp u ts a d a p ta t io n - r a te , in fo rm a tio n s ea rch b e h a v io r N orm ative d e c is io n th e o ry p r e s c r ip t io n of group d e c is io n s , o u tp u ts group p r e fe r e n c e Consumer b e h a v io r e x p la n a t io n , p re d i c t i o n o f i n d i v id u a ls , d e c is io n p ro c e ss e s ł i n d i v i d u a l 's a t t i t u d e , p r e f e r e n c e , b e h a v io r Household d e c is io n making d e s c r ip t io n of f a m ily d e c is io n s , o u tp u ts i n d i v i d u a l 's p r e f e r e n c e , b e h a v io r Power d i s t r i b u t i o n in m arketing c h a n n e ls e x p la n a tio n o f d y a d ic power r e l a t i o n s ou tp u t o f b a r g a in in g , b a r g a in in g b e h a v io r bases (com petence, s o c i a l s t a t u s , a b i l i t y to p u nish e t c . ) . This power forms a p o t e n t i a l , w hich e n a b le s the p o w e rfu l person more or le s s to succeed w ith h is own i n t e r e s t s by u sin g h is means of po wer i f n e c e s s a r y . Means of power a re in d ic a t o r s o f e x e r t in g po w er; th ey a re r e f e r r i n g to know ledge, rew ard pow er, • e m o tio n al warmth e t c . W ith t h e i r h e lp the p o w e rfu l in d iv id u a l a c t i v a t e s or s a t i s f i e s r e s p e c t iv e ly m o tive s (w is h e s ) d ir e c t e d to him . We d e fin e in f lu e n c e as the r e s u l t of a c t u a l l y e x e rte d power. By u sin g a l l means of power a p o w e rfu l person tra n sfo rm s h is power in t o the ma ximum o f p o s s ib le in flu e n c e ( F i g . 1 ).
/
T a b l e 1 of m u lti- p e rso n d e c is io n m odeling
S tim u lu s v a r i a b l e s Data c o l l e c t i o n T y p ic a l r e s u l t s in t r a p e r s o n a l, group, c o n te x t v a r i a b l e s r o l e , p o s it io n , type of o r g a n i z a t io n , type of p u rch a se , d e c is io n phase i n d i v i d u a l 's p r e f e r e n c e , u t i l i t i e s i n d i v i d u a l 's p e r c e p t io n , w eig h t of a t t r i b u t e , p r e f e ren ce s of r e le v a n t o t h e r s , p rod uct c a t e g o r y , degree o f r is k r o l e s , l i f e - c y c l e s ta g e s , age c la s s e s , tim e o f m a rria g e , p ro d u ct c a t e g o r ie s , d e c is io n phases pow er, s o u rce s of power, r o l e , p e rs o n a l i t y t r a i t , type of o r g a n iz a tio n
o b s e r v a t io n a l exp erim ents
non e x p e rim e n ta l d i r e c t q u e s tio n in g e x p e rim e n ta l q u e s tio n in g , m ath em atical a g g reg at ion q uest io n in g non e x p e rim e n ta l d i r e c t q u e s tio n in g r o le p la y in g ex p e rim e n ts , d i r e c t q uest io n in g
the more group c o h e s iv e n e s s the more non-task o r ie n t e d b e h a v io r s c i e n t i s t s and mana g ers have more per- c iv e d in flu e n c e on vendor s e l e c t io n d e c is io n s than p u r c h asin g agents P a re to - u p tim a l grouj: r e s o lu t ions o p in io n - lo a d e r s , r e le v a n t o th e rs p ro v id e in fo rm a tio n and p ro d u ct e v a lu a t io n c r i t e r i a
husband decides where
to buy an automo b i l e , w ifo d e c id e s where to buy a f u r n it u r e r e f e r e n t / a x p e r t po wer in c re a s e s s e l le r ' s c r e d i b i 1 i ty
I t has a lr e a d y been m entioned t h a t in f lu e n c e i s not j u s t meas ured fo r the o v e r a l l r e s u l t of a d e c is io n p ro c e ss but to a l l i t s e le m e n ts , too. A model to e x p la in the in f lu e n c e e le m e n t- s p e c ific a l- l y i s : 'j k
? q „
k l <mj l ' i ^ i P * w h e re : j к - I -r e le v a n t in d iv id u u m , index f o r d e c is io n e le m e n ts , index f o r power f a c t o r s ,T a b l e 2 Types of in flu e n c e and t h e i r measurement
d e c is io n elem ent M easure ment approach R e le v a n t s e t o f o b je c t s w eighted concordance o f s e ts R e le v a n t s e t o f a t t r i b u te s P e r c e p t io n of o b je c t s w eighted concordance o f ranks ran ks W eig h ts of a t t r i b u t e s P r e fe r e n c e O perat io n a liz a t io n ( i - 1 , - i n d i v i d u a l s ; g - group s = l, . . . . S - o b je c t s ) x. - v e c to r o f r e le v a n t s e t w ith 'i s 1, /if s i s r e le v a n t fo r i 0, e ls e d* - v e c to r o f co n co rd ant J . c a ses between j and g
w-i th I 1 - i f xj s 3 xgs 11, i f lo , e l se Í3, x - v e c to r o f d is c o n c o rd a n t J c a s e s between i and j w ith b 1, i t xi s i x U s
■li:
e ls e s s ' j s i j s s ' - v e c to r e f ran ks ( o b je c t s a re to be o rd e re d a c c o rd in g to ranks of g roup ) w ith e Í 1... S } : y i9 ^ y i s , V s s ' ЗГ o f conc J l , i f js s ' ( 0 , els эг o f d is c o r sen i and j f l , i i i j s s ' - [o , e l ; i s ■ v e c to r o f co n co rd a n t c a s e s w ith i f v. < v i , i i У £s < y i3 j s s ' 10, e ls e - v e c to r o f d is c o n c o rd a n t c a s e s between i and j w ithe 1» i f c i s s ' * c J s s
m - power f a c t o r ,
4k l ” i mP °r t a n c e o f power f a c t o r 1 f o r d e c is io n elem ent k . qk i r e f e r s to both th e m o t iv a tio n o f th e person e x e r t in g power and t h a t o f the r e c e iv e r o f pow er, i . e . the w illi n g n e s s to g et in flu e n c e d and the w illi n g n e s s to in f lu e n c e .
factors of power p o w e r
exertion erf power
Dehov.ore1
e ffe c t perception of respective o th er qroup members “ • le g itim a t io n J - i e x o e rh se ir .f o r m a t io n a i a b ility ability to punish4
e q itim a tio n3-1
— * expertise in fo rm a tio n a l a b ility ability to punish willingness to exert power power o th e r factors means Of power in fluence F i g . 1. The p ro c e ss o f in flu e n c eT a b l e 3 O p e r a t io n a liz a t io n ot power and r e s p e c t iv e h y p o th e s is
Öases of pow er V a r ia b le s O p e ra tio n a l iz a t io n of bases o f power Types o f in flu e n c e d e scrib in g
the power h yp o th e s iz e d h yp o th e siz e d e f f e c t r e f e r red to (x : h igh e f f e c t ) of e f fe e t s e t of o b je c ts s e t of a t t r i butes p e r ce p t io n a t t r i bute w e i ghts p o s i t ion + X X l e g i t i mate power demogra p h ic measured s t a t u s : v ia age, incom e, e t c . power e x e r t in g person p e rc e iv e d and a s sig ned sympathy + + X X R e f e r ence power so c io - em o tio n al p e rc e iv e d group c o h e s iv e n e s s - X E x p e rt power c o g n it iv e p e rc e iv e d and a s sig n ed compe ten ce ♦ X In fo rm a t io n a l power p sycho l o g i c a l p e rc e iv e d and a s sig n ed eloq u en ce + X C o e rc iv e power p e rc e iv e d and a s sig n e d a g g r e s s i veness +
Tab le 3 g iv e s the power f a c t o r s a c t u a l l y used in an e m p ir ic a l stu d y as w e ll as th e e f f e c t s as h yp o th e s iz e d .
In d ivid u a l's Influence o s
4. C o a ls and Main R e s u lts of a P i l o t Study
The purpose of the p i l o t stu d y has been
- to examine the s t r u c t u r e of in flu e n c e w it h in an i n d u s t r i a l d e c is io n u n it ,
- to t e s t the a b i l i t y o f the model to e x p la in in f lu e n c e , - to r e v e a l d e ffe r e n c e s between p r e fe r e n c e and p e rc e p tio n - r e la t e d in flu e n c e grades w ith reg a rd to the power f a c t o r s .
Respondents were s tu d e n ts ta k in g the r o le s of managers in a computer s im u la te d b u sin e ss game. The d esig n of the stu d y is shown in Tab. 4. in d iv id u a l p e rc e p tio n ( P i g ) r e le v a n t s t r a t e g i e s bases o f power group p r e fe r e n c e s (u ) Ua group p e rc e p tio n s (p n„ ) _________ У a _______ T a b l e 4 D esign of th e p i l o t stu d y Data c o l l e c tio n in d iv id u a l p r e fe r e n c e s r e le v a n t s t r a t e g ie s
Data m easuring in flu e n c e *
e x p la in in g in flu e n c e
1
Y 6p l (n,i j • T 2r mi l ) i i j
* I t has to be m entioned th a t the p r e fe r e n c e s o f an i n d i v i d u a l 's i r r e l e v a n t a l t e r n a t i v e s a re s e t e q u a l to zero w ith o u t r e gard to the i n t e r v a l typ e o f s c a le .
R e g re s s io n s were ru n , where the In d i v id u a ls 'p r e f e r e n c e s ( p e r c e p t io n s ) were used as independent v a r i a b l e s , . group p r e fe r e n c e s (p e r c e p t io n s ) as c r i t e r i o n v a r i a b l e s and r e g r e s s io n c o e f f i c i e n t s as in flu e n c e m easures. Models ( 1 ) and (3 ) in Tab. 5 d i f f e r as r e gards the mode th ey c o n s id e r i r r e l e v a n t s t r a t e g i e s . C o e f f i c i e n t ot’ ц can be t h e r e f o r e in t e r p r e t e d as p re v e n tio n .In f lu e n c e in con
t r a s t to a s s e r t io n in flu e n c e (м | и
)-The i n t e r n a l v a l i d i t y o f the model i s in c re a s e d s i g n i f i c a n t l y in fo u r out of ten c a s e s when p r e v e n tio n in flu e n c e i s added. We co n clu d e th a t th e re a re " b lo c k e r s " b e s id e s prom otors [1 4 ]. Table 6 shows the f a c t th a t most person s are p a r t l y prom otors and p a r t l y b lo c k e rs as re g a rd s some elem ents o f the d e c is io n .
T a b l e 5 In c re m e n ta l e x p la n a to r y power o f model 3 compared to model 1 Group R2artia d j model ( 1 ) model (3 ) R2 1 0.86051 0.97156 0.1111*' 2 0.95509 0.99", 73 0.0426** 3 '-0 .1 8 8 7 9 -0.07550 0.1103 4 0.96871 0.98569 0.0188 5 0.69423 0.71214 0.0779 6 0.42833 0.80199 0.3737 7 0.20706* 0.23009 0.0230 В 0.43019 0.93845 0.5083 9 0 .85629 0.93127 0.0750** 10 0.36244 0.89772 0.5510* * U < 0 .0 5 . ** a < 0 .0 1 .
1 By ju d g in g p erso n s ranked f i r s t or second as an in f lu e n c e r and an i n d iv id u a l ranked t h i r d or fo u r th as an in f lu e n c e r , c o n t r o l l e r and m ark etin g manager were *o be found the b lo c k e rs j u s t as th e d i r e c t o r seemed to be th e prom otor in most of th e c a s e s .
The f a c t th a t m a rk etin g managers were the most i n f l u e n t i a l p erso n s as re g a rd s p e rc e p tio n s u p p o rts W i t t e 's h y p o th e s is , th a t e x p e rt power w ith o u t le g it im a t e power h a r d ly e v e r succeed s [1 4 ].
R e l a t i v e fr e q u e n c ie s o f rank o f in flu e n c e In f lu e n c e rank "l P o s it io n l ś t 2nd 3rd • 4th p r e f e r ence p e r ce p t io n p r e f e r ence p e r cep t io n p r e f e r ence p e r cep tio n p r e f e r ence p e r ce p t io n . . . . p r e f e r
ence per-j
cep-tio rt a P a p a p a P ' a p D ir e c t o r 50 20 33 20 30 22 20 20 17 10 30 28 100 100 100 C o n t r o l l e r 0 20 12 30 50 22 30 10 35 40 20 32 100 100 100 Produc-t io n manager 50 10 15 10 0 28 30 60 33 10 < 30 23 100 100 100 M a rk e tin g manager 0 50 40 40 20 2B 20 10 15 40 20 17 100 100 100 '
2
100 100 100 100 100 100 100 100 100 100 100 100 p. N o t e : a - a s s e r t io n in f lu e n c e ; p - p r e v e n tio n in f lu e n c e .The finc.1 s e l e c t io n of the f a c t o r s e x p la in in g in flu e n c e out of an extended s e t of v a r i a b l e s was done v ia r e g r e s s io n . In t e r n a l v a l i d i t y , how ever, was weak (T a b . 7 ).
T a b l e 7 frank o rd e r im portance o f f a c t o r s e x p la in in g in flu e n c e
O b je c t of Rank o f im portance In f lu e n c e 1st 2nd 3rd 4th 5th P r e fe r e n c e s o c i a b i l i ty i n v o l v ement
competence sympathy dominance
P e rc e p t ion dominance sympathy in v o l v ement
competence s o c i a b i l i t y
5. L im i t a t io n s o f the R e se arch and F u r t h e r S tu d ie s
The m i n reason s f o r the poor r e s u l t s may be found in an in a p p r o p r ia te o p e r a t io n a liz a t io n o f the t h e o r e t i c a l c o n s tr u c t s and in e s tim a tio n problem s (t y p e o f s c a l e , m u l t i c o l l i n e a r i t y ) [ 8 ] . F u r t h e r on, the f a c t th a t the e v a lu a t io n ta s k s were not con n ected w ith any consequences fo r the members of the b u s in e s s game may le a d to a weak e x t e r n a l v a l i d i t y .
I t can be s t a t e d , how ever, th a t in c o n t r a s t to p r e v a le n t no t io n s in flu e n c e o b v io u s ly i s a m u ltid im e n s io n a l c o n s t r u c t and t h a t a c c o rd in g to the v a r io u s typ e s o f in flu e n c e the bases o f power m o tiv a te the p erso n s concerned in d i f f e r e n t w ays. The main stu d y underway w i l l be run w ith r e a l managers.
B ib lio q r a p h^
£ l] C a r t w r i g h t 0. , Z a n d e r A .,/ Group Dynaraics- - R e se arch and Theory, Hew York 1968,
[2 ] C h o f f r a y J . M . , L i l i e n G . L . , A s s e s s in g Response to I n d u s t r i a l M a rk e tin g S t r a t e g y , " Jo u r n a l of M a r k e t in g " , April 1978, p. 20-31.'
[3 ] D a h l R . A ., The Concept of Pow er, "D e h a v io r a l S c ie n c e " 1957, Ho. 2, p. 201-215.
In d ivid u al's Influence 99
[4] U a v i s H . L . , Measurement of Husband-Wife In f lu e n c e in Consumer Purch ase D e c is io n s , " Jo u r n a l of M a rk e tin g R e s e a rc h ",, August 1971, p. 305-312.
[5 ] D o l b e r g R . , T h e o rie der M acht, Wien 1934.
[6 ] G r e e n P . E . , W i n d Y . , M u l t i a t t r i b u t e D e c is io n s in M a rk e tin g : A Measurement Approach, H in s d a le 1973.
[7 ] K a t z E . , t a z a r s f e l d P . F . , P e rs o n a l In f lu e n c o , New York-london 1964.
[8 ] K r i s h n n m u r t h i L . , J o i n t D e c is io n Making: Mode li n g Is s u e s and P r e d i c t i v e T e s tin g , Paper P re s e n te d a t the 4th ORSA/TIMES S p e c ia l I n t e r e s t C on feren ce on M arket Measurement and A n a ly s is Mdrch 19H2 , P h ila d e lp h ia - P e n n 1982.
[9 ] M a r c h J . G . , An In t r o d u c tio n to the Theory and M easur ement o f In f lu e n c e , "The Am erican P o l i t i c a l S c ie n c e R e vie w " 1955, No. 48, p. 431-451.
[10] M a r c h J . G . , I n f lu en ce Measurement in E x p e rim e n ta l and Sem i- E x p e rim e n ta l Groups, "S o c io m e tr y " 1956, No. 19, p. 260- -271.
[ l l j P a y n e J . W . , Task C om p lexity and C o n tin g e n t P ro c e s s in g in D e c is io n M aking: An In fo rm a tio n S e a rc h and P r o t o c o l A n a ly s i s , " O r g a n iz a t io n a l b e h a v io u r and Human P e rfo rm a n c e " 1976, ‘ p. 366-387.
[ l 2 j R o b e r t s o n T . S . , M y e r s J . H . , P e r s o n a lit y C o r re l a t e s of O p in io n L e a d e rs h ip and In n o v a t iv e B u yin g B e h a v io u r, " Jo u r n a l o f M a rk e tin g R e s e a rc h " 1969, No. 6, p. 164-168. [1 3] T h o m a s L . , Der E i n f l u s s von K in d e rn auf d ie P ro d y k tp rä -
feren zeri ih r e r M ü tte r, B e r l i n 1983.
[ I 4 j W i t t e E . , O r g a n is a tio n fü r In n o vatio n sen tsch eid u n g e n -D as - Prom otorenm odel1, G ö ttin g e n 1973.
W a lte r Hubel
ROLA j f 0N0STEK WEWNĄTRZ WIELOOSOBOWYCH GRUP DECYZYJNYCH %
Je d n ą z dom in ujących d z ie d z in badań m arketingow ych j e s t a n a l i za i w y ja ś n ia n ie p r e f e r e n c j i . Mimo iż podstawowe d e c y z je d o ty c z ą c e konsum pcji oraz zakupów są efektem grupowych procesów d e c y z y jn y c h , to w ię k szo ść d otychczasow ych badań w z a k r e s ie zachow ania s ię kon sumenta d o ty c z y ła je d n o s te k .
z e s p o ły wieloosobowo są m .in .: t e o r ia zachowań w ew nątrzorganizacyj- nych i t e o r ia m ałych grup. W Q d n ie s ie n iu do pomiaru wpływu je d n o s t k i na podejmowanie d e c y z ji słusznym w ydaje s ię nad al s tw ie r d z e n ia M a r c h 'a, i ? "w l i t e r a t u r z e naukowej można z n a le ź ć n ie w ie le poważnych prób w ią z a n ia k o n c e p c ji wpływu z t e o r ią nauk s p o łe c z n y c h ".
Na b a z ie s p o łe c z n e j t e o r i i przew agi oraz w ie lo c z y n iu k o w e j t e o r i i p r e f e r e n c j i , a r t y k u ł ten stan ow i próbę nowego p o d e jś c ia s ł u żącego pom iarowi i w y ja ś n ie n iu wpływu je d n o s t k i na d e c y z je p o d e j mowane w ramach grupy w ie lo o so b o w e j.
W c e lu dokonania te s tu p rez en to w an e j k o n c e p c ji oraz o p e ra cjo - n a l i z a c j i nowego p o d e jś c ia przeprowadzono bad anie p ilo ta ż o w e o p arr te na s y m u la c y jn e j grze kom puterow ej. D a lsze bad ania z t e j p r o b le m atyki z n a jd u ją s ię w t r a k c i e r e a l i z a c j i .
