Question

Immediately after a famous actor wears Cooldog brand jeans in a movie, the Cooldog company sees sales of its jeans increase by \(500 \%\). This sales increase is most likely the result of _____________. a. compliance b. conformity c. mere exposure d. obedience

Short answer

The sales increase is most likely the result of conformity.

Step-by-step solution

Understand the Terms

Before determining the correct answer, let's briefly understand each term. - **Compliance** refers to changing one's behavior due to the request or direction of another person. - **Conformity** involves changing behavior to match the actions of a group or adhere to societal norms. - **Mere Exposure** suggests that people tend to develop a preference for things they are repeatedly exposed to. - **Obedience** involves following the orders or directions of an authority figure.

Analyze the Scenario

The scenario describes a situation where the sales of Cooldog jeans increased by 500% after a famous actor wore them. This suggests that seeing an admired person wearing the jeans influenced consumers to purchase them.

Connect Scenario to Terms

In this context: - **Compliance** and **Obedience** are less likely because there is no explicit direction or authority involved. - **Conformity** is less applicable as there is no group pressure involved. - **Mere Exposure** is not applicable because the increase is due to the influence of one individual rather than repeated exposure.

Conclusion

Given that the sales spike is due to the actor's influence, the increase is most likely due to consumers identifying with or wanting to emulate the actor, fitting the concept of **Conformity**. However, this choice does not fit perfectly, making it a challenging question.

Key concepts

Compliance

Compliance involves altering your behavior in response to a direct request or suggestion from someone else. This doesn't necessarily mean you're under pressure, but rather that you're responding to a wish or recommendation that you perceive as meaningful or authoritative. For instance:

• Agreeing to do a task someone asks of you, like holding a door open or filling out a survey.
• Purchasing a product after being asked by a salesperson.

In the context of social dynamics, compliance can often be subtle. It might involve you choosing a certain path because someone you respect suggests it or simply because it makes sense after a friend recommends it. Compliance doesn't typically involve group pressure or repeated exposure to a stimulus.

Conformity

Conformity refers to the tendency to match your attitudes, beliefs, and behaviors to group norms. Humans tend to conform to fulfill a desire to fit in or be socially accepted. It's a kind of social influence that leads us to behave in a manner consistent with others. Examples include:

• Dressing similarly to peers at school or work.
• Choosing a particular side in a debate because your friends have.

Conformity is not inherently negative. It often helps maintain order in society and can lead to positive group outcomes. However, it can sometimes pressure individuals into actions they might not agree with or lead them away from expressing their true selves.

Mere Exposure

The mere exposure effect is a psychological phenomenon where repeated exposure to a stimulus leads to developing a preference for it. In simple terms, the more we're exposed to something, the more we tend to like it. This can apply to:

• Songs played repeatedly on the radio that become favorites.
• Advertisements seen frequently, leading to a preference for that brand.

Mere exposure suggests that familiarity breeds liking. However, it contrasts with direct influences like celebrity endorsements or social pressures, as it relies solely on repeated encounters to shape preferences, rather than active decisions or requests.

Obedience

Obedience is a form of social influence where an individual follows directives from an authority figure. The classic example is Stanley Milgram's study, which demonstrated how normal individuals might perform actions contrary to their personal beliefs when directed by authority. Everyday examples might include:

• Following traffic laws because they are established by legal authorities.
• Completing tasks as instructed by a boss because they hold a position of power.

Obedience often is seen when there's a clear hierarchical structure. It can ensure societal order and safety but also poses ethical questions when authority figures misuse their power. Obedience differs from compliance in that it typically involves more explicit directives and recognized authority.