The Consumer and Conformity Zahra Karmali Kassandra Mah

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

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

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

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

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

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

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

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

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

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

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

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