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Interpersonal Influence within Car Buyers' Social Networks: Applying Five Perspectives to Plug-in Hybrid Vehicle Drivers

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  • Jonn Axsen
  • Kenneth S Kurani

Abstract

Although interpersonal influence is thought to play in important role in proenvironmental consumption behavior, mechanisms of influence are not well understood. Through literature review, we identify five theoretical perspectives on interpersonal influence: contagion, conformity, dissemination, translation, and reflexivity. We apply these perspectives to car buyer perceptions of plug-in hybrid electric vehicles (PHEVs), a technology with attributes that can be perceived as functional, symbolic, private, and societal. The context is a PHEV demonstration project in which 275 interpersonal interactions were elicited from interviews with 40 individuals in 11 different social networks in northern California. Results demonstrate how perspectives shape research findings. Contagion, conformity, and dissemination provide useful concepts regarding perceptions of functional, symbolic and societal PHEV attributes, respectively. However, translation and reflexivity provide language and theoretical depth to describe observed perceptions and motives, while also addressing dynamics in these perceptions and in consumer values. Utilizing these differing perspectives facilitated observation that participants are more amenable to developing new, prosocietal interpretations of PHEVs if they: (i) easily form a basic functional understanding of PHEV technology, (ii) are in a transitional state in their lifestyle practices, and (iii) find supportive prosocietal values within their social network. Results demonstrate the importance of integrating complementary research perspectives to better understand consumer valuation of technologies with environmental benefits.

Suggested Citation

  • Jonn Axsen & Kenneth S Kurani, 2012. "Interpersonal Influence within Car Buyers' Social Networks: Applying Five Perspectives to Plug-in Hybrid Vehicle Drivers," Environment and Planning A, , vol. 44(5), pages 1047-1065, May.
    • Handle: RePEc:sae:envira:v:44:y:2012:i:5:p:1047-1065
    DOI: 10.1068/a43221x
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    References listed on IDEAS

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    1. Axsen, Jonn, 2010. "Interpersonal Influence within Car Buyers’ Social Networks: Observing Consumer Assessment of Plug-in Hybrid Electric Vehicles (PHEVs) and the Spread of Pro-Societal Values," Institute of Transportation Studies, Working Paper Series qt8p32d18k, Institute of Transportation Studies, UC Davis.
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    2. Sovacool, Benjamin K. & Axsen, Jonn, 2018. "Functional, symbolic and societal frames for automobility: Implications for sustainability transitions," Transportation Research Part A: Policy and Practice, Elsevier, vol. 118(C), pages 730-746.
    3. Skippon, Stephen M. & Kinnear, Neale & Lloyd, Louise & Stannard, Jenny, 2016. "How experience of use influences mass-market drivers’ willingness to consider a battery electric vehicle: A randomised controlled trial," Transportation Research Part A: Policy and Practice, Elsevier, vol. 92(C), pages 26-42.
    4. Cecere, Grazia & Corrocher, Nicoletta & Guerzoni, Marco, 2018. "Price or performance? A probabilistic choice analysis of the intention to buy electric vehicles in European countries," Energy Policy, Elsevier, vol. 118(C), pages 19-32.
    5. Sabreena Anowar & Naveen Eluru & Luis F. Miranda-Moreno, 2014. "Alternative Modeling Approaches Used for Examining Automobile Ownership: A Comprehensive Review," Transport Reviews, Taylor & Francis Journals, vol. 34(4), pages 441-473, July.
    6. Pettifor, H. & Wilson, C. & Axsen, J. & Abrahamse, W. & Anable, J., 2017. "Social influence in the global diffusion of alternative fuel vehicles – A meta-analysis," Journal of Transport Geography, Elsevier, vol. 62(C), pages 247-261.
    7. Long, Zoe & Axsen, Jonn & Miller, Inger & Kormos, Christine, 2019. "What does Tesla mean to car buyers? Exploring the role of automotive brand in perceptions of battery electric vehicles," Transportation Research Part A: Policy and Practice, Elsevier, vol. 129(C), pages 185-204.
    8. Maness, Michael & Cirillo, Cinzia, 2016. "An indirect latent informational conformity social influence choice model: Formulation and case study," Transportation Research Part B: Methodological, Elsevier, vol. 93(PA), pages 75-101.
    9. Matthews, Lindsay & Lynes, Jennifer & Riemer, Manuel & Del Matto, Tania & Cloet, Nicholas, 2017. "Do we have a car for you? Encouraging the uptake of electric vehicles at point of sale," Energy Policy, Elsevier, vol. 100(C), pages 79-88.
    10. Cherchi, Elisabetta, 2017. "A stated choice experiment to measure the effect of informational and normative conformity in the preference for electric vehicles," Transportation Research Part A: Policy and Practice, Elsevier, vol. 100(C), pages 88-104.
    11. Uba, Chijioke Dike & Chatzidakis, Andreas, 2016. "Understanding engagement and disengagement from pro-environmental behaviour: The role of neutralization and affirmation techniques in maintaining persistence in and desistance from car use," Transportation Research Part A: Policy and Practice, Elsevier, vol. 94(C), pages 278-294.
    12. Maness, Michael & Cirillo, Cinzia & Dugundji, Elenna R., 2015. "Generalized behavioral framework for choice models of social influence: Behavioral and data concerns in travel behavior," Journal of Transport Geography, Elsevier, vol. 46(C), pages 137-150.
    13. Axsen, Jonn & TyreeHageman, Jennifer & Lentz, Andy, 2012. "Lifestyle practices and pro-environmental technology," Ecological Economics, Elsevier, vol. 82(C), pages 64-74.
    14. Wolf, Ingo & Schröder, Tobias, 2019. "Connotative meanings of sustainable mobility: A segmentation approach using cultural sentiments," Transportation Research Part A: Policy and Practice, Elsevier, vol. 126(C), pages 259-280.

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