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Title: Signalling through deviance
Authors: Teo, Xin Yi
Chia, Gary Yong Wen
Ang, Yan Ting
Keywords: DRNTU::Business
Issue Date: 2013
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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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