Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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To Conform or Not to Conform: Mixed Conformity Model

  • Han, Yongjee (Marketing School of Business Sungkyunkwan University)
  • Received : 2016.12.01
  • Accepted : 2017.05.16
  • Published : 2017.04.30
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Abstract

This study explores the influence of reference groups depending on the type (in-group versus out-group) and the size (an individual member versus a group as a whole) of reference groups. We propose a mixed conformity model, which suggests that people want to fit in with their in-group but at the same time they want to stand out within their in-group members. We found that in moderately identity-relevant product categories, people tend to diverge from individual members of their in-group while conforming to their in-group as a whole. However, in highly identity-relevant product categories, people conform to their in-group independent of the referent's size. Directions for future research are outlined in order to further establish and understand the proposed phenomenon.

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