This study is motivated by the need to examine normative social influence on media choice and by the greater concerns regarding the influence of national culture on management practices. This paper proposes that the strength of attraction to the group can influence group members’ similarity in media perception and choice. Further, this paper proposes that the degree of similarity may differ across cultures. One cultural dimension, individualism- collectivism, is used to account for the moderating impact of culture on normative social influence. Australia and People’s Republic of China (PRC) have been selected to represent two distinct cultures. Several propositions for empirical examination are proposed. Finally a research plan is presented.
Guo, Zixiu and D'Ambra, John, "Normative Social Influence and Communication Media Perception and Choice: an exploration in an Individualistic and a collectivistic culture" (2002). ACIS 2002 Proceedings. 61.