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

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