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When Do Consumers Follow Majority Choice? - Different Effect of Purchase versus Usage Situation -

오현민|김재일|김문섭
한국마케팅학회 (Korean Marketing Association)|2010.04|아시아마케팅저널 (Asia Marketing Journal)|제12권 제1호|pp. 31-50

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참고문헌

키워드

동조차별화Choice SituationConformity TheoryUniqueness TheoryIdentity-relevance선택상황 (구매상황 혹은 사용상황)정체성 관련성
주제분류경영학

초록

People have competing desires. Hence, people not only chase others’ choices due to the need for assimilation but also avoid others’ choices due to the need for differentiation. This study attempts to uncover under which conditions consumers assimilate with or differentiate from others’ choices. Specifically, the study extends previous research about the effect of others’ choices by focusing on the effect of a choice situation (purchase vs. usage) based on the conformity theory and the uniqueness theory. It was found that purchase (vs. usage) situation makes people more conform to others in case of identity-irrelevant product (e.g., USB memory stick). Also, the effect of the choice situation was moderated by the perceived identity-relevance level in case of identity-relevant product (e.g., jeans).

Abstract

People have competing desires. Hence, people not only chase others’ choices due to the need for assimilation but also avoid others’ choices due to the need for differentiation. This study attempts to uncover under which conditions consumers assimilate with or differentiate from others’ choices. Specifically, the study extends previous research about the effect of others’ choices by focusing on the effect of a choice situation (purchase vs. usage) based on the conformity theory and the uniqueness theory. It was found that purchase (vs. usage) situation makes people more conform to others in case of identity-irrelevant product (e.g., USB memory stick). Also, the effect of the choice situation was moderated by the perceived identity-relevance level in case of identity-relevant product (e.g., jeans).

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