Experimental Study of Consumer Behavior Conformity and Independence

Open Access

1 November 1966

journal article
research article
Published by SAGE Publications in Journal of Marketing Research

Vol. 3 (4) , 384-387
https://doi.org/10.1177/002224376600300407

Abstract

Results of a laboratory experiment indicate that in consumer decision making, in the absence of any objective standard, individuals tended to conform to the group norm. However, when the group pressure was to “go along” with the group, resulting in restriction of choices, the individuals tended to resist the group pressure.

Keywords

DECISION MAKING
NORM
EXPERIMENTAL
BEHAVIOR CONFORMITY
CONSUMER BEHAVIOR
INDEPENDENCE RESULTS
CONFORMITY AND INDEPENDENCE
STUDY OF CONSUMER

This publication has 2 references indexed in Scilit:

Processes of Opinion Change
Public Opinion Quarterly, 1961
Conformity and Independence
Human Relations, 1959