Asia Marketing Journal

  • 제19권1호
  • /
  • Pages.55-67
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  • 2017
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  • 1598-7868(pISSN)
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  • 2765-6500(eISSN)
한국마케팅학회 (Korean Marketing Association)
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To Conform or Not to Conform: Mixed Conformity Model

  • Han, Yongjee (Marketing School of Business Sungkyunkwan University)
  • 투고 : 2016.12.01
  • 심사 : 2017.05.16
  • 발행 : 2017.04.30
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초록

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.

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참고문헌

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