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Author:

Nguyen, Julia Lee

Title:

CONFORMITY DIVIDED: CONSUMER BUYING BEHAVIOR AMONG THE SUBSETS OF CONFORMITY

Area of Honors:

Marketing

Keywords:

brand choice
conformity
consumer behavior
cognitive dissonance
decision-making process
normative social influence
social groups

File:

Download Final_Thesis_PDF.pdf

Thesis Supervisors:

Jennifer Chang Coupland, Thesis Supervisor
Jennifer Chang Coupland, Thesis Supervisor
Karen Page Winterich, Faculty Reader