Conformity&UniquenessSeeking

Conformity&UniquenessSeeking - To what extent and...

Info iconThis preview shows pages 1–11. Sign up to view the full content.

View Full Document Right Arrow Icon
To what extent and why do people conform? To what extent and why do people seek uniqueness? What factors affect conformity and uniqueness seeking? How can marketers make use of consumers’ conformity and uniqueness seeking tendencies?
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Normative Influence (Edwards, et al, 2002) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% No Observer Observer % washing hands in bathroom
Background image of page 2
Elevator Psychology
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Normative Influence = SIN Sources/SIN Targets
Background image of page 4
Informational Influence (Milgram, 1977) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1 2 3 5 10 15 % Looking Up
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Informational Influence Suicides D.P. Phillips (1977, 1978, Science )
Background image of page 6
Conditions that Enhance Informational Influence Uncertainty Similarity
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Marketing Applications
Background image of page 8
Pro’s & Con’s of Being Similar Difference enhances Self-Identity Attention Self-Esteem Status Similarity enhances Affiliation/Liking Belief Validation Emotional Security Social Influence
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Need for Uniqueness Theory Emotional Reactions Cognitive Reactions Behavioral Reactions
Background image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 22

Conformity&UniquenessSeeking - To what extent and...

This preview shows document pages 1 - 11. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online