Socio-psychology and consumer behavior

"The social psychology of this century reveals a major lesson: often it is not so much the kind of person a man is as the kind of situation in which he/she finds himself and the type of people he/she finds himself that determines how he will act" -Stanley Milgram According to psychologist Gordon Allport, psychology uses scientific methods "to understand and explain how the thoughts, feelings, and behavior of people are influenced by the particular , imagined, or implied the presence of other masses ." Essentially, psychological science is about understanding how each person's individual behavior is influenced by the social environment within which that behavior takes place. You probably already realize that people can have a dramatic influence on the way you act and also the choices you create . Consider how you may behave in a very situation if you were on their...