Should i follow the crowd

People are more likely to be influenced to make choices about products and offers that fall outside of their in-group if those products and offers are identity-neutral such as the paper towels and detergents. However they are more likely to diverge from, even avoid, options chosen by out-groups in more identity-relevant domains as was the case for clothes and music. So if your product, offer or service is one that allows people to, in some way, signal their identity, it will be especially important that your communications and messages align to that target group.

But what about those situations when people diverge not just from the choices made by an out-group but even those made by their own in-group? In a separate study the same researchers asked participants to consider the purchase of a new car. Information about three cars was presented to them along with some additional information about what other car purchasers who were similar to them their in-group had chosen.

Specifically they learned that out of similar car purchasers 60 preferred product A1 e. The results showed that the greater the need for uniqueness in participants this was measured separately , the more likely they were to choose option A2. Well by choosing the favored brand of their group BMW they satisfied their need for social group identification, while at the same time by choosing the less popular color silver they distinguished themselves from their group and satisfied their desire for individual uniqueness.

In conclusion, they identified with their group on the brand level and sought individual differentiation on the product level. In sum, these studies confirm that both the principle of social proof and the tendency to follow authority cues are highly applicable to the majority of consumer decisions, particularly if products are identity-neutral and have no utility in enabling consumers to signal their identification with a particular social group.

However, the more identity-relevant your product or brand is, the more important it is for your marketing campaigns to target the groups that identify with it. Be aware also that if your goal is to gain new market segments, your campaigns will need to be planned carefully to avoid groups that currently identify with your product potentially dissociating themselves if they see the new audiences you are attracting as an out-group.

They also demonstrate the importance of providing multiple options in identity-relevant products so that certain customers are able to satisfy their need for uniqueness. As a result creating more customized options similar to those for new cars, or programs such as NIKEiD, that let consumers customize the materials and styles of their shoes, might be worth considering for other products and services also.

Did you choose slightly different versions than your group members? Sources: Berger, J. Identity-Signalling, Conformity, and Divergence. You must polish the diamond that you are in such a way that all its sharp edges are removed. Allow life to polish you up—learn from every experience and every person.

Strive to remove all unhealthy and discordant character traits and bad habits in yourself. Only unconventional choices ensure exceptional quality of life. Instead, make unconventional choices and always keep your sight on the goal. Allow life to polish you up, as only by improving your being can you experience improved circumstances. Finally, never be afraid of new challenges that must come — they are unavoidable stepping stones to a better future.

We respect your privacy. Just thinking through these examples and counter examples reinforces my belief that personal success and fulfillment is really more about following the best practices of the crowd, operating with excellence and mastery than it is about being on your own.

Once you have achieved that mastery then, and only then, should you consider making a few tweaks to tried and true methods. Ties into the Checklist Manifesto concept which was elaborated upon in this Hidden Brain pod episode. Experience can equal arrogance. Skip to content Uncategorized. January 30, January 30, John 1 Comment. A few examples of people we hold up as those that blazed their own path: Jackson Pollock art. Like this: Like Loading