It is an example of utilitarian Influence. When someone conforms to perceived expectations of what peers desire in order to obtain rewards or avoid penalties, it is said that they are under the influence of utilitarianism. Purchases of goods and/or brands can be affected.
The utilitarian part of a behavior-related attitude pertains to how the peers perceives the behavior's value, utility, and wisdom. On the other side, utilitarian items are largely instrumental and are purchased for their functional qualities. Hedonic consumption, as opposed to utilitarian consumption, refers to goods that, via their use or possession, elicit positive feelings, satisfaction, and pleasure.
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