This study investigates the sequence of normative reference groups and social ideal self-concept in their influence on purchasing an iPhone. Normative reference groups are those whom individuals admire, causing them to mimic their behaviour in the hope to be more like them. Whereas an ideal social self-concept is a perception we wish others have of would have of us. The study intended on discovering the more influential factor for someone purchasing an iPhone. Covid-19 significantly influenced social conformity, triggering extreme changes to the extent society is willing to conform. As a result, this study intended to gain a contemporary view of the extent to which social conformity is influential. The study took a retrospective, nested approach to investigate the sequence, through a survey compiled with a sample size of 146 participants. The questionnaire was constructed with
quantitative and qualitative questions, the findings were then analysed through SPSS. The findings discovered increased popularity of the iPhone, due to its exclusivity and connectivity with family and friends, increased the influence of normative reference groups. Additionally, the findings indicated a decrease in the iPhone’s luxury status due to it becoming a mainstream smartphone, decreasing the influence of the ideal social self-concept.
The study concluded if a product increases in popularity, normative reference groups become more influential due to the community it creates. Suggesting then the influence of the ideal social self-concept decreases because of the reduction in its exclusive and luxury status due to its increase in ownership. Therefore concluding, normative reference groups are perhaps first within the sequence, followed by ideal social self-concept, which increases significantly after the purchase due to satisfaction with the product.
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