Minority Matters: the Influence of Minority and Majority Descriptive Norms on Product Choice

Erica van Herpen, Wageningen University, The Netherlands
Hans van Trijp, Wageningen University, The Netherlands
Mariette van Amstel, Schuttelaar & Partners and Vrije Universiteit, The Netherlands
The influence of descriptive norms (what most others do) has been demonstrated in prior research for majorities. This study shows that minority norms (what some others do) can also stimulate consumers to follow, especially when the group is growing in size, whereas an increasing majority fails to stimulate behavior.
[ to cite ]:
Erica van Herpen, Hans van Trijp, and Mariette van Amstel (2012) ,"Minority Matters: the Influence of Minority and Majority Descriptive Norms on Product Choice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 881-882.