Are We Who We Are Because We Want To Be........?

This week the topic was groups,and what an eye opener it really was, to realise that there is possibly so many people out there who want to appeal to their peers rather than being their own person, does peer pressure impact you? do you buy what people tell you to buy? do you feel a need to fit in? must you keep up with latest trends and fashions?


•A group is two or more individuals who

–share a set of norms.
–have role relationships.
–and experience interdependent behaviours.



Groups have been around for centuries for example the Bourgeoisie and the Proletariat's, Mods and Rockers, ant through the 60's The Hippie's.


People are often often drawn to groups Solomon says "Groups do not push they pull,similar to the positive and negative of magnets" I believe this to be so true as for example when we all started this year at University people were not pushed into making friends with others it was by their general integument to want to know someone else (the pull towards a group or person) and it is like that with everything from where people go out,the restaurants people eat in,what people decide to wear in some places down to the drink you order at a bar.


Certain groups my even have aspirational qualities,not saying that every group has an Adolf Hitler but there will always be someone in every group that will set trends and critique their so called (followers) its a horrible thing to say but it is true....right...? As long as the trends of the future and present generations keep changing and evolving there will always be groups to follow trends.

After doing some research there have been studies carried out and there is a lot more behind the actions of a person and the specific groups he or she may fall into not only does it have to to with Group Decision but also the Development please click the link to read through the paper ( http://fds.oup.com/www.oup.co.uk/pdf/0-19-925691-8.pdf )

Dr Zimbardo States "Only by understanding peoples behaviour you can change their behaviour" does this mean that when people enter a group they are suddenly brain washed with new ideas and outlooks to create a better environment for themselves in a group? Does that little Hitler all of sudden have control? No is the answer people just want to be wanted by others.....(Click Me)

Talking about groups this was taken from the link above " They evolve historically, being formed sometimes for social reasons, sometimes to fight common causes, sometimes to produce (or consume) goods collectively " Etzioni and Lawrence (1991)

This takes me back to my point earlier of generational groups i have put a board together below for you to see the different groups over the decades......

Reference - looked to for reference; this is applicable to products.

Acquired - a group that you will have moved into or joined; behaviours are acquired, this group may be most influential whilst in education, a time where behaviour is easily influenced, especially by peers.

Peers - people of equal standing to yourself.

Aspirational - wanting to belong; this may be achieved through the possession of brands.

Disassociation - hating to belong; trying to do all that you can to stand out from the "norms".

Contrived - formed for a specific reason; classes and social groups etc.

Associative - realistically belonging.

Groups have a massive influence over purchasing,as certain brands carry stigma's, and this can be of putting to consumers of different groups from purchasing that brand. Burberry for example (my favourite label mmmmmmaaaaaahhhhhh) "thats my sarcastic noise" may carry the image of a "Chav", therefore deterring others from buying it, even if it is not bought of Bovingdon Market.

This is all because people do not want to have the slightest association with something negative, in this example their image. Although i will be honest i cant really see 45 + year old walking around high street Kensington in a Burberry Mac whilst on an ASBO.....maybe people just need to relax on their image conscious lives and do what they want to do...........?

Dr Zimbardo

Group Conformity