Abstract
This study explores the influence of reference groups depending on the type (in-group versus out-group) and the size (an individual member versus a group as a whole) of reference groups. We propose a mixed conformity model, which suggests that people want to fit in with their in-group but at the same time they want to stand out within their in-group members. We found that in moderately identity-relevant product categories, people tend to diverge from individual members of their in-group while conforming to their in-group as a whole. However, in highly identity-relevant product categories, people conform to their in-group independent of the referent’s size. Directions for future research are outlined in order to further establish and understand the proposed phenomenon.
Recommended Citation
Han, Yongjee
(2017)
"To Conform or Not to Conform : Mixed Conformity Model,"
Asia Marketing Journal: Vol. 19
:
Iss.
1
, Article 4.
Available at: https://doi.org/10.15830/amj.2017.19.1.55
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