The author states that the reason we do this is because we want our behavior to be the way the group wants us to be, and if someone disagrees, we stay away. two. The last group is we like to do it as a group. The first point is the phenomenon of deindividualization. Phenomenon De-individualization is the moment when an individual's identity is lost within a group. The second point concerns group purchases. Group shopping and behavior and home shopping: People are more likely to buy more when shopping in groups, where the pressure to conform can be intense (ripple effect). The reason we do this is because if we don't buy what everyone else is buying, we can become an outcast. The final part of the story is compliance. Conformity is a change in beliefs or actions in response to a real or imagined group. Compliance standards are unspoken rules that govern many aspects of consumption. There are five factors that influence compliance. These are: cultural pressures, fear of deviance, commitment, group unanimity, size and expertise and finally susceptibility to interpersonal influence. Cultural pressures occur when different cultures, to a greater or lesser extent, encourage