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Journal of Management and Business Research, 2020
37（ 1 ）：1-34
DOI： 10.6504/JMBR.202003_37(1).0001 |
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| Parenting Motivation Salience Effect on Consumer Conformity |
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| By applying the fundamental motive framework of evolutionary psychology, this research investigated the effects of parenting motivation salience on consumer conformity. A series of five experiments revealed that parenting motivation salience enhanced consumers’ preference for products selected by the majority (Studies 1–3) and purchase intention for products with high-popularity cues (Study 4). However, this effect was weakened when the product was popular among out-groups (Study 5). Consumers’ interdependent self-construal orientation mediated the relationship between parenting motivation salience and consumer conformity. This research contributes to the related literature on the fundamental motives framework, consumer conformity, and self-construal theory. Managerial implications and future research directions are discussed. |
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| parenting motivation, consumer conformity, fundamental motive framework, reference group, popularity cues |
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