The Asch Phenomenon and Consumer Behavior Essay Example for Free

The Asch Phenomenon and Consumer Behavior EssayImagine yourself sitting in a room with s plain of your peers. You be asked a question and minded(p) a choice of three different answers A, B, or C. You know the answer is C, yet every single person before you confidently states that the answer is B. Do you stick with your answer, or eliminate the fear of being wrong and embarrassed in front of your peers and go along with the group? This is the exact dilemma go about by presents in the famous Asch experiment. The Asch phenomenon tin can be defined as the effect of a reference group on individual decision making that occurs because of a perceived constrict to conform to the stated opinions of the group members. As consumers, we should recognize the great impact this phenomenon can possess on our buying behaviors. temporary hookup interacting in a group setting, we whitethorn make choices that ar different from what we would do when alone. Marketers and salespeople may use th is root word to their advantage when presenting a production to possible customers. If they can get a few people to voice a arrogant opinion toward their products, it is likely that others will follow.As consumers, we should be aware of when this idea may be used unethically in order to protect our individual interests. For example, a salesperson may try to sell a product to an audience of strength consumers. However, some people working for the salesperson may be planted in the audience posing as naive consumers in order to warp the purchase behaviors of the other members of the audience. Also, marketers may use individuals insecurities to pressure them to go along with the group, even when it is non in a persons best interest.An ad showing a man being ridiculed for buying a less expensive video set may unethically turn over a consumer to think he needs to buy something unaffordable to fit in with his friends. Explanation of the Topic The Asch phenomenon is a concept deri ved from the findings of a study conducted in 1951. Solomon Asch (1907 1996) primitively conducted this experiment to explain conformity to majority-established norms (Moghaddam, 1998). The subjects involved in the study were brought into a room with seven other students (who were all working for Asch and were instructed on what to do) and seated second-to-last some a table.The subjects were told that the experiment was concerned with accuracy and visual perception, and that their task was to choose which of the three bars on the right matched the length of the bar on the left and to give their answers aloud. The confederates in the study were instructed to give inconclusive answers 12 out of 18 times in order to see whether or not the subject would go along with the crowd after hearing their incorrect responses (Conformity Experiments Asch Social Pressure). A Test of Perception pic Which line in let out 2 is the same length as the line in Exhibit 1?A series of experiments by S olomon Asch, testing the effects of social pressure on individual perceptions, showed that some people in some situations will go against the evidence of their own senses if the people around them seem to perceive something different. 37 of the fifty subjects conformed to the majority at least once, and fourteen of them conformed on much than half of the authoritative trials (Conformity). Overall, 35 percent of the subjects responses conformed to the groups incorrect judgments.This is surprising because the control group achieved near perfect accuracy, showing that the task was not inherently difficult. In addition, when the experiment was duplicated allowing the subjects to write down their own judgments in camera after hearing the incorrect responses of the group, conformity was drastically reduced (Baxter). The reasons why subjects gave in to group influence hold important ideas for salespeople and marketers. People conform for 2 main reasons because they pauperism to be li ked by the group and because they believe the group is better informed than they are (Conformity).In this study, Asch reported that almost of the participants yielded to group pressure because they assumed the majority was right and they were wrong, rather than because they wanted to be accepted by the majority (Levine, 1999). This difference is what separates the Asch phenomenon from the concept of peer pressure. couple pressure tends to operate more in primary groups in which normative and identification group influences are at work, rather than informational group influences. A legal brief example may explain the differences between these three types of influences.Informational influence is at work when a person thinks, I should buy that brand of cereal because my health-conscious friends propose it as part of a nutritious diet. Normative influence is at work when a person thinks, I should buy that brand of cereal so that my friends think that I am also health-conscious, or so they wont make fun of me for eating badly. Finally, a person reacting to identification influence would think, I should buy that brand of cereal because I am a member of Weight Watchers, and all of us value that brand.Aschs findings support more of an informational influence, particularly because the conforming subjects did not even know the other members of the group. They just assumed that the group must know something that they did not know, or decided it was easier and safer to go along with the group. The Asch phenomenon occurs even when there is only a perceived pressure to conform. That is, if members go against the group they will not experience any negative consequences. However, when relations with peer pressure, often individuals who do not conform are ridiculed, humiliated, or excluded by his/her peers.Looking at the Asch study, you can see that while a significant proportion of people conformed, the majority did not. This suggests that some people may be more susce ptible to the phenomenon than others, and that certain situations may create this pressure to conform more than others. There are five determinants of reference group influence. If there is visible usage, high relevance of a product to the group, low individual purchase confidence, unassailable individual commitment to the group, and it is a non-necessary item, people are much more likely to be influenced by the opinions of the group members (Hawkins, 2004).Imagine shopping by yourself as opposed to shopping with a group of your fashion-conscious friends. You notice a red shirt on the rack, but dont really care for it. one(a) of your friends later picks up the shirt and says, This shirt is absolutely fabulous. The other members of the group agree, and soon you find yourself agreeing that you also love the shirt. You do this not only because you want to be accepted by the group, but because you assume the others know more about fashion than you do.In addition, if the shirt is a re asonable price and you are looking for something to wear to a party where everyone will be dressed fashionably, the opinions of the group members will affect your purchase decision even more. The Asch phenomenon has been demonstrated in a compartmentalization of settings. In one study, 58 percent of college students were persuaded to agree to the statement that the right of freedom of speech should be suspended when the Government feels threatened, even though not one of these subjects held this view privately (Baxter).In another study, students perceptions of the nutritional value of a new diet food were influenced by the opinions of other members of a group. When the other students of the group were seen as experts, meaning they claimed to be majoring in and had work experience with nutrition, members changed their initial responses to conform to the group even more (Lascu, 1995). Clearly, this phenomenon should not be ignored when advertising a new product or designing a sales c ampaign, when potential consumers opinions are more likely to be swayed.The technique would be useful when potential consumers see others as having greater expertise about the product than they do. However, a great deal of risk in purchasing may cause a consumer to seek out information himself rather than go off of what others say. Therefore, the Asch phenomenon may work ideally in low-expertise and low-involvement situations. Examples Examples of the Asch phenomenon can be found throughout the media. When members of a group voice their positive opinions about a product, people are more willing to go along with this stated opinion.For example, cover Motor Company uses the Asch phenomenon to build greater brand loyalty by providing a section on their website dedicated to personal stories with Ford vehicles. By reading all of the positive stories about Ford cars and trucks, consumers may also feel pressure to think the same way about Fords. another(prenominal) example of the influenc e group members may have on individual purchasing decisions comes from the use of infomercials in which a product is displayed to a group of potential customers.At first, the consumers are skeptical that a product could be so easy to use, so convenient, or so inexpensive. However, a consumer is instructed to use a product, is strike by the product, and says, Wow, I really can feel my legs and abs getting stronger or Wow, this vegetable chopper really does make it easy. Soon after, other members of the group are going along with the stated opinions of the original users, and people at home begin to agree with the group too, possibly to the point of purchasing the product. Specific companies utilise this technique include Ronco, Body by Jake, and Tae-bo.Pampered Chef kitchen shows work in a similar way, and depend on stated opinions of kitchen experts and groups of friends. As the host displays and uses a variety of kitchen products, showing how helpful, easy, and fun to use they a re, other members of the group may try them out and voice similar opinions. A person who may not have otherwise been excited by a cooking stone or apple corer/peeler/slicer soon finds these products as amazing as the other members of the group, and has legitimate them without giving a second thought as to when she will actually use them.People often find it very difficult to go against the positive opinions of movie critics and reviewers. When showing commercials for films, the previews include such statements as The funniest movie of the year, Absolutely phenomenal or The best drama since (fill in the blank). Claims such as these, oddly from credible critics and publications, are difficult to disagree with and tend to sway people to go see the movie. For example, a person sees a movie on crack day before it is heavily advertised.This person thinks the movie is ok, but does not recommend it to any friends or family to see. However, after watching several ads on television in whi ch positive claims are made about the movie, the person may change his/her opinion to go along with these claims. Suddenly, the movie seems better, and the individual finds him/herself agreeing with the critics and recommending the movie to others. This may be because he/she does not want to be the only one who thinks differently, or because the critics have greater expertise on movies.