Conformity And Distinctiveness

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1.0 INTRODUCTION

The conformity or distinctiveness of consumer decisions has maintained its relevance as an important area of interest. In fact, this area is well known for opposite points of view among researchers. This is so because individuals seek to conform with different groups which help to shape their preferences in one case while at the same time they seek to be unique in their choices in order to stand out from their group. This paper presents a critical review of Papyrina’s article entitled “If I want you to like me, should I be like you or unlike you? The effect of prior positive interaction with the group on conformity and distinctiveness in consumer decision making.”

In this study, Papyrina (2012) seeks to reconcile two opposing
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They quantitative and qualitative research (See Babbie 2004). However, both research methods can be combined for a mixed method. Papyrina employed a mixed approach to carry out the research by using both qualitative and quantitative methods.

3.1Application of theories

In carrying out the research, Papyrina (2012) sought to hold the informational influence constant by allowing each participant in the research the same information about the products (MP3 Players)used. The research emphasized the need for each individual to be accepted by and be identified as a member of the group. Therefore, Papyrina (2012) expects that normative and referent informational influences will be the only influences operating in public where other group members are present. Additionally Brewer's optimal distinctive theory (ODT) was employed

3.2 Use of optimal distinctiveness theory (ODT)in designing the research

Papyrina (2012) ODT and made a proposition to extend the theory (See Brewer , 1991). The main prediction of ODT is that the need to be a part of a group will convince people to act in ways that will identify them with group members. On the basis of the proposed extensions Papyrina (2012) developed two hypotheses with the following
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The participants chosen were in a specific age group – 18 to 24 and the people in that age group are just out of high school and have not yet developed independence in their thoughts and actions. Additionally, they have the need to belong and this need is satisfied through acceptance within a group. Furthermore, most of the students who attend the university from which the students were chosen are normally from within the area and so it makes the research limited to a particular group - namely, students of a certain age group, from a particular region, and who can afford to attend university. It is no doubt that the results came out the way they

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