To Conform or Not to Conform: Mixed Conformity Model
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study explores the influence of reference groups depending on the type (in-group versus out-group) and the size (an individual member versus a group as a whole) of reference groups. We propose a mixed conformity model, which suggests that people want to fit in with their in-group but at the same time they want to stand out within their in-group members. We found that in moderately identity-relevant product categories, people tend to diverge from individual members of their in-group while conforming to their in-group as a whole. However, in highly identity-relevant product categories, people conform to their in-group independent of the referent’s size. Directions for future research are outlined in order to further establish and understand the proposed phenomenon.
Abstract
This study explores the influence of reference groups depending on the type (in-group versus out-group) and the size (an individual member versus a group as a whole) of reference groups. We propose a mixed conformity model, which suggests that people want to fit in with their in-group but at the same time they want to stand out within their in-group members. We found that in moderately identity-relevant product categories, people tend to diverge from individual members of their in-group while conforming to their in-group as a whole. However, in highly identity-relevant product categories, people conform to their in-group independent of the referent’s size. Directions for future research are outlined in order to further establish and understand the proposed phenomenon.
참고문헌 (23)
- Ariely, Dan, "Sequential choice in group settings: Taking the road less traveled and less enjoyed", Journal of Consumer Research, 27(3), pp.279~290 (2000)
- Bearden, William O, "Reference Group Influence on Product and Brand Purchase Decisions", Journal of Consumer Research, 9, pp.183~194 (1982)
- Bearden, William O, "Attention to Social Comparison Information: An Individual Difference Factor Affecting Consumer Conformity", Journal of Consumer Research, 16, pp.461~471 (1990)
- Berger, Jonah, "Where Consumers Diverge from Others: Identity-Signaling and Product Domains", Journal of Consumer Research, 34(2), pp.121~134 (2007)
- Bourne, Francis S, "Some Applications of Behavioral Research", pp.207~257 (1957), UNESCO
- Brewer, Marilynn B, "The Social Self:On Being the Same and Different at the Same Time", Personality and Social Psychology Bulletin, 17, pp.475~482 (1991)
- Brewer, Marilynn B, "Handbook of Self and Identity", pp.480~491 (2003)
- Calder, Bobby J, "Interpersonal Influence on Consumer Behavior: An Attribution Theory Approach", Journal of Consumer Research, 4, pp.29~38 (1977)
- Childers, Terry L, "The influence of familial and peer-based reference groups on consumer decisions", Journal of Consumer research, 19(2), pp.198~211 (1992)
- Cohen, Joel B, "Informational Social Influence and Product Evaluation", Journal of Allied Psychology, 56, pp.54~59 (1972)
- Deutsch, Morton, "A Study of Normative and Informational Social Influences Upon Individual Judgment", Journal of Abnormal and Social Psychology, 57, pp.629~636 (1955)
- Grubb, Edward L, "Consumer Self-Concept, Symbolism, and Market Behavior: A Theoretical Approach", Journal of Marketing, 31, pp.22~27 (1967)
- Hogg, Michael A, "Intergroup Behaviour, Self-Stereotyping and the Salience of Social Categories", British Journal of Social Psychology, 26(4), pp.325~340 (1987)
- Kelman, Herbert C, "Processes of Opinion Change", Public Opinion Quarterly, 25(winter), pp.57~78 (1961)
- Merton, Robert K, "Social Theory and Social Structure", pp.225~275 (1949), The Free Press
- Nail, Paul R, "Toward an Integration of Some Models and Theories of Social Response", Psychological Bulletin, 100, pp.190~206 (1986)
- Park, C. Whan, "Familiarity and Its Impact on Consumer Decision Biases and Heuristics", Journal of Consumer Research, 8, pp.223~230 (1981)
- Snyder, C. R, "Abnormality as a Positive Characteristic:The Development and Validation of Scale Measuring Need for Uniqueness", Journal of Abnormal Psychology, 86, pp.518~527 (1977)
- Snyder, C. R, "Uniqueness" (1980), Plenum
- Terry, Deborah J, "Group norms and the attitudebehavior relationship: A role for group identification", Personality and Social Psychology Bulletin, 22, pp.776~793 (1996)
- Venkatesan, M, "Experimental Study of Consumer Behavior Conformity and Independence", Journal of Marketing Research, 3, pp.384~387 (1966)
- White, Katherine, "Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence", Journal of Consumer Research, 34(4), pp.525~536 (2007)
- Whittler, Tommy E, "Model's race: A peripheral cue in advertising messages", Journal of consumer psychology, 12(4), pp.291~301 (2002)