Is Consumer Autonomy an Illusion the Hidden Influence of Social Norms on Purchase Decisions

This study critically examines the pervasive influence of social norms on consumer purchasing behavior, challenging the commonly held belief in consumer autonomy. Utilizing a multi dimensional framework, the research investigates the extent to which subjective norms shape consumer intentions and behaviors. The findings reveal that social pressures from reference groups, such as family and peers, significantly impact purchasing decisions, often overshadowing individual preferences and perceived autonomy. The study utilizes the Theory of Reasoned Action to analyze how beliefs about others expectations and the motivation to comply with these expectations influence consumer choices. Furthermore, the research highlights the psychological mechanisms through which social norms operate, such as conformity and perceived social approval, and explores the implications for marketers seeking to leverage these norms in advertising strategies. The results suggest a need for a nuanced understanding of consumer autonomy in the context of social influence, urging a reconsideration of marketing practices that rely on the assumption of independent consumer decision making. The study concludes with a discussion on the ethical considerations of exploiting social norms in marketing and the potential for fostering more authentic consumer autonomy. Marcos Ulan Bere "Is Consumer Autonomy an Illusion? the Hidden Influence of Social Norms on Purchase Decisions" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-8 | Issue-4 , August 2024, URL: https://www.ijtsrd.com/papers/ijtsrd68293.pdf Paper Url: https://www.ijtsrd.com/management/consumer-behaviour/68293/is-consumer-autonomy-an-illusion-the-hidden-influence-of-social-norms-on-purchase-decisions/marcos-ulan-bere