Signalling through deviance

• Main Authors: Teo, Xin Yi, Chia, Gary Yong Wen, Ang, Yan Ting
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/51414
• Institution: Nanyang Technological University

In order to effectively position a campaign and target the deviance group, it is crucial to understand the consumers’ behavior and the psychology behind it. This study is conducted to examine under what conditions individuals display deviance. Stimuli were presented in a 2X2 mixed-model design, by m...