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Informal Group Influence on Risk Taking

How does membership in an informal group affect an individual's willingness to take risks? The marketing and social psychology literatures suggest that consumers are willing to take greater risks after informal group discussions than before such discussions [3, 4, 6, 7, 10, 17, 19]. A consumer's peer groups, reference groups, and significant others offer social support and legitimation to his purchase choices [10, 15, 21], implying that he would be less willing to choose risky product alternatives without the social support from such informal groups. Also, a consumer unwilling to make risky product decisions would need social support and thus tend to initiate group discussion. For example, Arndt found that a consumer perceiving greater risk made a greater effort to reduce risk by means of informal communication [l]. This greater effort would include searching for additional information from personal, product, and promotional sources. A consumer who perceives higher risk and, other things being equal, is less willing to take a risky action, would seek out others to gain prior approval.