Social Conformity in Experiential Consumption: Evidence from Secondary Data and Scale Development

Abstract

This research explores a dimension of experiential consumption that stems not from hedonic pursuit but from social conformity motives. Grounded in Self-Determination Theory (SDT), which identifies competence, relatedness, and autonomy as fundamental psychological needs, the current work contends that conformity in experiential contexts arises from the desire to feel effective (competence) and socially connected (relatedness), while the need for autonomy is relatively diminished. A two-study mixed-method design was implemented. Study 1 utilized secondary data from Airbnb virtual experiences to examine group-based activities conducive to conformity, revealing positive associations between conformity, competence, and relatedness, but not autonomy. Study 2, composed of three sub-studies using primary survey data and validated scales, replicated these findings. Together, the studies advance theoretical understanding of experiential consumption by highlighting conformity as a need-driven process rooted in competence and relatedness, with implications for consumer motivation and social influence research.

Keywords

• Key Words: Experiential Consumption
• Social Conformity
• Virtual Experiences
• Self Determination

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