Understanding Conformity in Consumption Contexts: Individual Differences in Need For Approval and the Propensity to Conform

Victor Barger, University of Wisconsin - Madison, USA
Joann Peck, University of Wisconsin - Madison, USA
The propensity of consumers to conform to social pressure is of great consequence to the marketing community. This paper proposes that an individual trait, consumers' need for approval, underlies social conformity in consumption contexts. The authors develop a measure of consumers' need for approval and demonstrate its utility.
[ to cite ]:
Victor Barger and Joann Peck (2011) ,"Understanding Conformity in Consumption Contexts: Individual Differences in Need For Approval and the Propensity to Conform", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.