Experimental study of consumer behavior conformity and independence

Journal of Marketing Research Vol3, Nov 1966, PP 384-387



Group Influence --> a pressure towards conformity. By different groups of people, compliance, identification and internalization is called conformity.

Reactance-->dissonant with compliance

H1: In Decision making process, where no objective standards are present, individuals will tend to conform to group norms.

H2: In decision making process, when individual are induced to comply , they will show less tendency to conform to the group judgement.

Subjects: 144 college students from University of Minnesota

Task:
To choose best suit among 3.
Subjects were told that
1. 3 suits were from different manufacturers.
2. there were quality differences.
3. Exp. tailors were able to pick out the best.
4. the present study was aimed at finding the consumer who were able to pick out eh best suit.