Signalling through deviance

Abstract

In order to effectively position a campaign and target the deviance group, it is crucial to understand the consumers’ behavior and the psychology behind it. This study is conducted to examine under what conditions individuals display deviance. Stimuli were presented in a 2X2 mixed-model design, by manipulating the subjects, whether they are more successful or less successful than their peers, and if the question presented encompasses an identity threat or not. The survey aims to explore the relationship between identity threat and the display of deviance; success and the display of deviance; and the interaction between the two variables (i.e. identity threat and success). Overall, the results concluded that for the more successful individuals, and under the situation of threatened identity, there is a higher likelihood of deviance occurring.