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The Consumer and Conformity

This paper explores how societal pressures influence individual attitudes, beliefs, and actions, particularly in consumer behavior. Conformity is analyzed through various norms, with examples illustrating injunctive, descriptive, and situational norms. Factors affecting conformity, such as group size and cultural context, are discussed alongside Solomon Asch's classic study. The role of reference groups and brand communities in shaping consumption patterns is examined, highlighting the importance of societal influence in marketing strategies. Ultimately, this analysis connects conformity with consumer decision-making processes.

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The Consumer and Conformity

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  1. The Consumer and Conformity Zahra Karmali Kassandra Mah

  2. Introduction • Have you ever been pressured by society to change your attitudes, beliefs, or actions? • Conformity occurs when an individual is influenced by society to alter their attitudes, beliefs, or actions to abide by their existing norms • Norms refer to the informal rules that govern our social behaviour

  3. Injunctive Norms • Informal rules that explain what individuals should do in a particular situation • Type of behaviour that is approved or disapproved • Ex. Finding a lost wallet on the street

  4. Descriptive Norms • Informal rules that explain how most individuals respond in particular situation. • Ex. Stopping at a stop sign

  5. Situational Norms • Situational settings that require different responses • Unconcsiously aware of these norms • For example, Line up in the grocery store

  6. Factors Influecning Conformity • Normative Focus Theory • Relevance • Desire to be accepted • Seek friendships • Desire to be accurate • Don’t want to look stupid

  7. Accepting conformity: Group size Unanimity Commitment Source Culture Resisting conformity: Independence Uniqueness Culture Conformity

  8. Study on Conformity • Solomon Asch’s experiment (1958) • Scripted responses • Test subject gave incorrect responses in order to “fit in”

  9. Consumer Behavior • Individuals or groups that select use and dispose of products services or experiences to satisfy needs and desires • Cognitive learning theory • Individuals collect information from outside sources to make their decisions

  10. Influence of Society • Reference groups shape our consumption preferences • Consists of our peers, colleagues, classmates • Creates brand community • A group of consumers who share social relationships based on usage or interest in a product • Creates positive feelings toward product which increases brand loyalty

  11. Reference Groups • Aspiration Groups • A group to which an individual would like to belong • Dissociative Groups • A group to which an individual does not wish to be associated with

  12. Consumer Behavior and Conformity • Learn vicariously through others • Monkey see monkey do • Willingness to conform • Age • Testimonies/beautiful people • Lifestyles • Products are extensions of our personalities • Creates identity

  13. Marketing Conformity • Studying the link between conformity and consumer behaviour allows marketers to manipulate ads to maximize the potential for a purchase

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