Accuracy and Affiliative Motivations in Socially Influenced Decision Making

Ted Matherly, University of Maryland, USA
We propose that, in a socially influenced choice scenario, an individual’s varying motivations will influence their preferences. When no other motivations are active, individuals will prefer an option selected by the largest group of people, because it satisfies fundamental accuracy goal. But, when individuals possess an affiliative motivation, they will seek a means of achieving both goals simultaneously. Because options preferred by smaller groups stronger signals of identity, they will prefer these options due to the perception biasing effects of the affiliative motivation. Results of a preliminary study provide some support for our hypotheses, and a program of studies is proposed.
[ to cite ]:
Ted Matherly (2009) ,"Accuracy and Affiliative Motivations in Socially Influenced Decision Making", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1043-1043.