CONFORMITY DIVIDED: CONSUMER BUYING BEHAVIOR AMONG THE SUBSETS OF CONFORMITY
Open Access
Author:
Nguyen, Julia Lee
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
Jennifer Chang Coupland, Thesis Supervisor Jennifer Chang Coupland, Thesis Supervisor Karen Page Winterich, Faculty Reader
Keywords:
brand choice conformity consumer behavior cognitive dissonance decision-making process normative social influence social groups
Abstract:
The purpose of this study is to examine the social effects of conformity on consumer buying behavior. College students from Penn State University were asked about their role within certain social groups on campus and in what ways they identified with their reference group. Behavior and personal beliefs in relation to the group norms were identified and plotted on a chart measuring low and high levels of conformity. The results showed that conformity could be categorized into three different types: aspirational conformity, adaptive conformity, and innate conformity. Attitudes varied for each type of conformity, and recommendations were made to market brands based on specific buying behavior.
