Attachment to God Reduces Conformity to the Choices of the Majority

Vivian Yue Qin, Duke University, USA
Alison Jing Xu, University of Minnesota, USA
Strong attachment to God reduces people’s need for affiliation with others, leading to the development of an independent self-construal that decreases conformity to the choice of the majority. This effect occurs when consumers choose products for private consumption, but is attenuated when they choose products for public consumption.
[ to cite ]:
Vivian Yue Qin and Alison Jing Xu (2016) ,"Attachment to God Reduces Conformity to the Choices of the Majority", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 269-273.