Summary Of Groups And Conformity By Michael Solomon

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In the story " Groups and Conformity" by Michael R. Solomon, it talks about how people in groups are more influential then a individual person would be. In the opening it talkes about a guy whos name is Zachary. Zachary is a business man during the week and on weekends you can find him riding his motorcycle or with his group of motorcycle friends. You see Zachary is a part of the many individual 's who are in a reference group. A reference group is based on a individual or groups; evaluations, aspirations, and or behaviors. Reference groups are important because of two reasons. Reason one is because of the recent research on the smoking cessation: And the powerful impact it has on reference groups. According to the author, Michael Solomon, …show more content…

One of the examples that Michael Solomon (author) gives us is that when we go to buy different produts others might not influence us, but on the other hand knowing what produts other people like might just influence us to a great deal. There is also three types of reference groups. They are; the Name-Letter Effect, the Normative Influence, and the Comparative Influence. The Name-Letter Effrct is when we bond faster with people who share our names or something as smiple as our initials then we do with others who don 't. One of the examples that the author uses is that people whose surname is Lane tend to have addresses that include the word Lane, not street. The second one is Normative Influence: this groug has standards of conduct that they set and enforce. Acorrding to the author our parents may play a important part in this group. Two of the important issues are attiudes on marriage or where to go to college. The third one is Comparative Influence: because it affects members ' decisions about specific motorcycle purchases. Acorrding to the author , Zachary talks about how he has already spent thousands off dollars on parts and accessories sine he has been in his …show more content…

The avoidance group is people who we want to distance ourselves from. The author states that the reason we do this is because we want our behavior to be like the group wants us to be, and if anybody disagrees we stay away from them. The final group is We like to do it in groups. The first point is Phenomenon Deindividuation. Phenomenon Deindividuation is where a individual indentities becomes lost with in a group. The second point is Group shopping. Group shopping and behavior and home shoppong parties: People more likely to buy more when shopping in a group, where pressure to crnform may be intense (bandwagon effect). The reason we do this is because if we dont buy what everyone else is buying then we can become a outcast. The last part of the story is Conformity. Conformity is a change in beliefs or actions as a reaction to real or imagined group. The norms of conformity are unspoken rules that grovern many aspects of consumption. There are five factors that influence of conformity. They are: Cultural Pressures, Fear Of Deviance, Commitment, Group Unanimity, Size, and Expertise and finally Susceptibility to Interpersonal

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