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


Desire to be accepted


Relevance
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


Willingness to conform



Monkey see monkey do
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