Type: Article Review
Domain: Consumer Behaviour
The report has been formed based on the critical analysis of the article “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”. The article was conducted with the help of experimental approach on the students of a North American University. The study revealed that consumer behaviour and decision making within a group influences their tendency towards conformity or distinctiveness. The methodological analysis of the study showed that appropriate considerations were made for designing the research. However, the sample size considered for the research was seemed too small. On the other hand, the outcome of the study differed with the preceding models which can question the implications of the study in the contemporary scenario.