Parenting Motivation Salience Effect on Consumer Conformity Chun-Ming Yang. By: 楊俊明. Journal of Management & Business Research (2521-4306). Mar2020, Vol. 37 Issue 1, p1-34. 34p.

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.