Groups and Peer Pressure

A group is two or more individuals who share the same custom, have role relationships, and experience interdependent behaviors. These guys can be considered close friends or a family.



The groups we choose influence our behaviour and what we learn, we leave it to them to help us decide what we should do and in some cases how we should live our lives. when join a group they each have their own membership criteria and actions (maybe also a 'recruitment and selection program').

During the lecture we discussed what the main groups are in society. One that was spoken about was the Burberry group. This is normally compared to ‘Chavs’, who are stereotypically young rough person in the UK.



Everyone has a group they belong in as people don't want to be alone and don't want to become social outcasts so they try to fit in and do what others tell them to do so they can stay in the group. the above picture shows a group of 'Chavs' doing their thing trying to look cool (its not working) they socialise the most because they have no job and have nothing better to do. When people are in groups they tend to want to enjoy themselves more and spend more money. This is really beneficial for marketers because they would then target people in groups and maybe offer discounts if people come in large groups just to tempt people into coming and using their services or products. Humans are social animals and need to interact with other people, this is shown in the image below.

There are many different groups out there that people would like to assosciate themselves with not just 'Chavs' (normally criminal organisation, but can still be considered a group). This is where a lot of peer pressure takes place and the members of the group are pressured into doing things so they can stay in the group and considered one of them.

Back in the olden days there were many different groups people assosciated themselves with including (huge groups) the Mafia (maybe not relevant).

There are certain groups that we may not want to belong in Chavs being one. A famous brand that came out was Levis, they intended to target young people with their jeans however the older generation of people such as Jeremy Clarkson and others started to wear these jeans which meant that the younger generation did not want to be associated with them.

Below is an advert Levis created way back in 1991 (I was 1 years old, damn.... where getting old) the advert had the famous Levis jeans being advertised by a young and up coming actor in Brad Pitt.

This advert shows just why Levis was so big way back in the olden days. Now this may be a reason why so many olden people wear these jeans and have their own groups.