Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Influence of Social Group Via Consumer Conformity Framework - A Conceptual Review


Affiliations
1 Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India
2 Department of Management Studies, Jiwaji University, Gwalior, Madhya Pradesh, India
     

   Subscribe/Renew Journal


In Current era, psychological and behavioral elements of an individual’s behavior are important for marketing professionals in order to understand consumer mindset in an effective manner. In the country like India, there is strong influence of the interpersonal relationships on the purchase behavior of the customers. In addition to the product usage, reference group influence also creates a positive or negative impact of the consumption pattern of an individual. Various marketers and companies are keen to understand the influence of societal component on the consumer behavior Therefore, it is very important to study the impact of the reference group on the consumer conformity (susceptibility to social influence or norms) which provides important insights to study the consumer behavior. The main purpose of the study is to identify the important variables that affect the consumer product usage and opinion which is influenced by the reference group. In the present study, extensive literature review was done to purpose the conceptual framework related to consumer conformity.

Keywords

Conformity, Group Influence, Product Usage, Consumer Behavior.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Abelson. R. P., & Lesser, G. S. (1959). A developmental theory of persuasibility. In Personality and Persuasibility, eds. I. L. Janis and C. I. Hovland, New Haven, CT: Yale University Press, pp.167-186.
  • Allen, V. L. (1965). Situational Factors in, in Advances in Experimental and Social Psychology, Vol. 2, ed. Leonard Berkowitz, New York, NY: Academic Press, 133-175.
  • A. R. Cohen (1962), Explorations in Cognitive Dissonance, New York, NY: Wiley.
  • Abraham Tesser (1989). Conformity and Temporal Attention to the Stimulus: Some Temporal and Contextual Dynamics, Journal of Personality and Social Psychology, 5(2), 315-324.
  • Bass, B. M. (1961). Conformity, Deviation, and a General Theory of Interpersonal Behavior,” in Conformity and Deviation, eds.lIwin A. Berg and Bernard M. Bass, New York, NY: Harper and Brothers Publishers, 38-100.
  • Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9, 183-194.
  • Bloch, P. H., Ridgway, N. M., & Dawson, S. A. (1994). The shopping mall as consumer habitat. Journal of Retailing, 70(Spring), 23-42.
  • Berkowitz, L. (1957). Effects of perceived dependency relationships upon conformity to group expectations. Journal of Abnormal Social Psychology, 55, 350-354.
  • Bourne, F. S. (1957). Group influences in marketing and public relations. In Some Applications of Behavioral Research, R. Likert and S. P. Hayes, Jr. eds., Paris: UNESCO, 207-257.
  • Brehm, J. W. (1965). A Theory of Psychological Reactance, Unpublished paper, Duke University, Durham, NC.
  • Bumkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 2(December), 206-214.
  • Campbell, D. T. (1961), “Conformity in Psychology’s Theories of Acquired Behavioral Dispositions, “ in Conformity and Deviation, eds. Irwin A. Berg and Bernard M. Bass, New York, NY: Harper and Brothers Publishers.
  • Campbell, J. D., & Patricia, F. (1989). Informational and normative routes to conformity: The effect of faction size as a function of norm extremity and attention to the stimulus. Journal of Personality and Social Psychology, 57(3), 457-468.
  • Cialdini, R. B., Reno, R. R., & Kallgren, C. A. (1990). A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58(6), 1015-26.
  • Claesen, D. R., Brown, B. B., & Eicher, S. A. (1986). Perceptions of peer pressure, peer conformity dispositions, and self-reported behavior among adolescents. Developmental Psychology, 22, 521-530.
  • Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. Journal of Abnormal Social Psychology, 51, 629-636.
  • Di Vesta, F. 1. (1959). Effects of confidence and motivation on susceptibility to informational social influence. Journal of Abnormal Social Psychology, 59, 204-209.
  • Evans, K. R., Christiansen, T., & Gill, J. D. (1996). The impact of social influence and role expectations on shopping center patronage intentions. Journal of the Academy of Marketing Science, 24(summer) (3), 208- 219.
  • Feinberg, Richard A., Brent Sheffler, Jennifer Meoli, and Amy Rummel (1989), “There’s Something Social Happening at the Mall,” Journal of Business and Psychology, 4 (Fall), 49-63.
  • Feningstein, A., Scheier, M. F., & Buss, A. H. (1975). Public and private self-consciousness: Assessment and theory. Journal of Consulting and Clinical Psychology, 43, 522-527.
  • Festinger, L. (1953), “An Analysis of Compliant Behavior,” in Group Relations at the Crossroads, eds. M. Sherif and M. O. Wilson, New York, NY: Harper, 232-256.
  • Fisher, Robert J. and Linda L. Price (1992), “An Investigation into the Social Context of Early Adoption Behavior,” Journal of Consumer Research, 19 (December), 477-86.
  • Gatigon, Hubert and Thomas S. Robertson (1985), “A Propositional Inventory for Diffusion Research,” Journal of Consumer Research, II (March), 849-867.
  • Gerard, H.B. (1954), “The Anchorage of Opinions in FacetoFace Groups,” Human Relations, 7, 313-325.
  • Granbois, Donald H. (1968), “Inspiring the Study of Customer In-Store Behavior,” Journal of Marketing, 32 (October), 28-32.
  • Harper, F. B. W. and R. D. Tuddenham (1964), “The Sociometric Composition of the Group as a Determinant of Yielding to a Distorted Norm,” Journal of Psychology, 58, 307-311.
  • Helson, H., R. R. Blake, J. S. Mouton, and J. A. Olmstead (1956), “Attitudes as Adjustments to Stimulus Background and Residual Factors,” Journal of Abnormal Social Psychology, 52, 314-322.
  • Huertas, Salley Cullinane and Larry Powell (1986), “Effect of Appointed Leadership on Conformity,” Psychological Reports, 59, 679-682.
  • Insko, Chester A., Sarah Drenan, Richard Smith, and Terry 1. Wade (1983), “Conformity as a Function of the Consistency of Positive Evaluation with Being Liked and Being Right,” Journal of Experimental and Social Psychology, 19,341-358.
  • Kassarjian, H. H., & Robertson, T. S. (1981). Perspectives in consumer behavior (3rd ed.). Glenview, IL: Scott, Forsman, and Company.
  • Lascu, D. –N., Bearden, W. O., & Rose, R. L. (1995). Norm extremity and interpersonal influences on consumer conformity. Journal of Business Research, 32(3), 201-212.
  • Lennox, R. D., & Wolfe, R. N. (1984). Revision of the self-monitoring scale. Journal of Personality and Social Psychology, 46, 1349-1364.
  • Linde, T. F., & Patterson, C. H. (1964). Influence of orthopedic disability on conforming behavior. Journal of Abnormal Social Psychology, 68, 115-118.
  • London, P., & Lim, H. (1964). Yielding reason to social pressure: Task complexity and expectation in conformity. Journal of Personality, 32, 75-89.
  • Marple, C. H. (1933). The comparative susceptibility of three age levels to the suggestion of group versus expert opinion. Journal of Social Psychology, 4, 176-186.
  • McGuire, W. J. (1968). “Personality and Susceptibility to Social Influence,” E.F. Borgatta and W.W. Lambert, eds., Handbook of Personality Theory and Research, Chicago, IL: Rand McNally, 1130-1187.
  • Midgley, D. F., Dowling, G. R., & Morrison, P. D. (1989). A Consumer Types, Social Influence, Information Search, and Choice, in Advances in Consumer Research, Vol. 16, ed.
  • Nakamura, C. Y. (1958). Conformity and problem solving. Journal of Abnormal Social Psychology, 56, 315-320.
  • Nantel, J. A., & Strahle, W. (1986). The self-monitoring concept: A consumer behavior perspective. Advances in Consumer Research, Vol. 13, ed. Richard 1. L
  • Rosenberg, L. A. (1961). Group size, prior experience, and conformity. Journal of Abnormal Social Psychology, 63, 436-437.
  • Ross, L., Bierbrauer, G., & Hoffman, S. (1976). The Role of Attribution Processes in Conformity and Dissent - Revisiting the Asch Situation. American Psychologist, 31(February), 148-157.
  • Snyder, A., Mischel, W., & Lott, B. E. (1960). Value, information, and conformity behavior. Journal of Personality, 28, 333-341.
  • Snyder, M. (1974). The self-monitoring of expressive behavior. Journal of Personality and Social Psychology, 30, 526-537.
  • Thelen, H. A. (1954), Dynamics of Groups at Work, Chicago, IL: Chicago University Press. Toboski, F. P., C. V. Juliano, and W. A. Kerr (1956), “Conformity and Success in the Field of Dramatics. Journal of Social Psychology, 43, 269-273.
  • Toboski, F. P., Juliano, C. V., & Kerr, W. A. (1956). Conformity and success in the field of dramatics. Journal of Social Psychology, 43, 269-273.
  • Venkatesan, M. (1966), “Experimental Study of Consumer Behavior Conformity and Independence. Journal of Marketing Research, 3(November), 384-387.
  • Walker, E. L., & Heyns, R. W. (1962). An anatomy for conformity. Englewood Cliffs, NJ: Prentice Hall.
  • Wiener, J. L., & Doescher, T. A. (1994). Cooperation and Expectations of Cooperation. Journal of Public Policy & Marketing, 13(Fall), 259-70.
  • Williams, J. M. (1984). Assertiveness as a mediating variable in conformity to confederates of high and low status. Psychological Reports, 55, 415-418.

Abstract Views: 18

PDF Views: 1




  • Influence of Social Group Via Consumer Conformity Framework - A Conceptual Review

Abstract Views: 18  |  PDF Views: 1

Authors

Arun Kaushal
Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India
Suvigya Awasthi
Department of Management Studies, Jiwaji University, Gwalior, Madhya Pradesh, India

Abstract


In Current era, psychological and behavioral elements of an individual’s behavior are important for marketing professionals in order to understand consumer mindset in an effective manner. In the country like India, there is strong influence of the interpersonal relationships on the purchase behavior of the customers. In addition to the product usage, reference group influence also creates a positive or negative impact of the consumption pattern of an individual. Various marketers and companies are keen to understand the influence of societal component on the consumer behavior Therefore, it is very important to study the impact of the reference group on the consumer conformity (susceptibility to social influence or norms) which provides important insights to study the consumer behavior. The main purpose of the study is to identify the important variables that affect the consumer product usage and opinion which is influenced by the reference group. In the present study, extensive literature review was done to purpose the conceptual framework related to consumer conformity.

Keywords


Conformity, Group Influence, Product Usage, Consumer Behavior.

References