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The Consumer and Conformity

The Consumer and Conformity. Zahra Karmali Kassandra Mah. Introduction. Have you ever been pressured by society to change your attitudes, beliefs, or actions?

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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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