The author states that the reason we do this is because we want our behavior to be how the group wants us to be, and if someone is not OK, let's stay away from them. The last group is we like to do it as a group. The first point is the deindividuation of the phenomenon. The phenomenon of deindividuation is where individual identity is lost in a group. The second point is group shopping. Group shopping and behavior and home shopping parties: People are more likely to buy more when they shop in groups, where the pressure to conform can be intense (bandwagon effect). The reason we do this is because if we don't buy what everyone else is buying, we can become outcasts. The last part of the story is Compliance. Conformity is a change in beliefs or actions in reaction to a real or imagined group. Compliance standards are unspoken rules that govern many aspects of consumption. There are five factors that influence compliance. They are: cultural pressures, fear of deviance, commitment, group unanimity, size and competence and finally susceptibility to interpersonal influence. Cultural pressures occur when different cultures encourage to a greater or lesser extent