The Influence of Small Groups Tendency on the Home Products Consciousness--Based on the Theory of Conformist Psychology
This paper is based on the theory of conformity psychology,researches the influence of the small groups on the individual home products consciousness,with college students as samples,university dormitory as small groups unit,to investigation into their home product attitude,conformity combined psychological tendency degree and social approval tendency degree.Through the statistical analysis and tests,the result shows influence of conformity psychology is conditional,and for the goods which own a good image,the influence of conformity psychology is more obvious; If consumers conformity psychology is weak,no matter how image of product is,consumers are not willing to follow choice of small groups; At the same time,the homebred brand attitude of consumers is very complicated.Finally,the results of research is discussed,and points out its contribution,limitations of the research and the direction of the research in the future.
home products consciousness small groups conformity psychology
ZHANG Yun-tang LI Dong
School of Management,Harbin Institute of Technology,P.R.China,150001
国内会议
China Marketing International Conference 2016 (2016中国市场营销国际学术年会)
青岛
英文
6-17
2016-07-08（万方平台首次上网日期，不代表论文的发表时间）