Preference for new products and its relationship to different measures of conformity

Abstract

How important is newness and conformity in determining consumer choice? Slides showing dated products were viewed by the 114 student Ss. "Ten undated control slides alternated with the random presentation of the other 20. The Ss were also given a scale measuring other-directedness, a behavior inventory which measured the degree to which they attributed personal or social reasons to a variety of behavior descriptions, and a scale measuring acceptance of so-called American core culture values. Some of the Ss were also subjected to the Asch conformity situation." A striking lack of evidence favoring conformity and newness motives was found. (PsycInfo Database Record (c) 2025 APA, all rights reserved)