(youthlab indo) Informativity/normativity conformity for Indonesian youth part 2

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This document discusses why youth feel the need to conform and looks at case studies of how brands gain popularity through social conformity. It states that youth conform to be accepted, socially approved, and have ambiguity reduced. They often choose brands based on what their peers have chosen. A case study shows how ASUS targeted local gamers who influenced others. It also discusses how Blackberry grew rapidly through social networks rather than advertising. The document advocates understanding youth social norms, influential information resources, and creating one's own social conformity.

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Informativity/Normativity ConformityPart 2 youth laboratory indonesia insights www.enterthelab.com

CMO mainQuestion is : Why do YOUTH need to be conformed? “Because they need to be certain and confident that they are doing, thinking, or feeling the correct and appropriate way” (Hogg & Vaughan, 2002) www.enterthelab.com

#3 YOUTH social needs : To be accepted Socially approved 3. Ambiguity reduced www.enterthelab.com

www.enterthelab.com Case Study: Blackberry invaded rapidly without any excessiveadvertising or above the line attack. The process is simple. One member of the peer use blackberry, then : conformity happened. Sooner or later, another peer member will be on BBM

# Understand YOUTH “normative” stream # Find the the informational ressources # Create your own social conformity

Slide Presentation By Youth Laboratory Indonesia Contributor: Muhammad Faisal AnggunIntan Tara Talita Mohammad Fadil Find out more Youth Insights on www.enterthelab.com

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(youthlab indo) Informativity/normativity conformity for Indonesian youth part 2

1. Informativity/Normativity ConformityPart 2 youth laboratory indonesia insights www.enterthelab.com

2. CMO mainQuestion is : Why do YOUTH need to be conformed? “Because they need to be certain and confident that they are doing, thinking, or feeling the correct and appropriate way” (Hogg & Vaughan, 2002) www.enterthelab.com

3. #3 YOUTH social needs : To be accepted Socially approved 3. Ambiguity reduced www.enterthelab.com

4. It’s a fact to YOUTH:“advertizing lies, friends don’t” “we choose brand based on what our Peer have choosen”

5. Case Study: ASUS has special features for local gamers The games “freak”communities who usethis particular brand are positioned as the“expert” among YOUTH. This “expert” segment isalso the main source of informational influence in term of laptop preference. www.enterthelab.com

6. www.enterthelab.com Case Study: Blackberry invaded rapidly without any excessiveadvertising or above the line attack. The process is simple. One member of the peer use blackberry, then : conformity happened. Sooner or later, another peer member will be on BBM

7. # Understand YOUTH “normative” stream # Find the the informational ressources # Create your own social conformity

8. Slide Presentation By Youth Laboratory Indonesia Contributor: Muhammad Faisal AnggunIntan Tara Talita Mohammad Fadil Find out more Youth Insights on www.enterthelab.com

(youthlab indo) Informativity/normativity conformity for Indonesian youth part 2

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