Signs Telling Me to Do What Others Do: the Effect of Exposure to Public Rules on Conformity

This research takes a novel perspective by proposing an exposure effect of public rules on conformity. Across three experiments, we find that in public consumption context, exposure to public rules reminds consumers of the presence of others, which increases their public self-awareness and hence the preference for majority-endorsed products.


Xiaoran Wang, Jing Jiang, and Yan Wang (2020) ,"Signs Telling Me to Do What Others Do: the Effect of Exposure to Public Rules on Conformity", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1120-1120.


Xiaoran Wang, Renmin University of China
Jing Jiang, Renmin University of China
Yan Wang, Renmin University of China


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice

Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA

Read More


Data... the 'Hard' & 'Soft' of it: Impact of Embodied Metaphors on Attitude Strength

Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute
JaeHwan Kwon, Baylor University
Dhananjay Nayakankuppam, University of Iowa, USA

Read More


D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions

Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.