Learned behaviour - people look to those around them for guidance on how to behave when faced with choice and uncertainty. Actions taken by others can boost the perception that a request is legitimate and justified
Personal and societal influence - what people value is partly prescribed by their wider culture. This shapes the values which they consciously pursue, as well as their subconscious behaviours
In-group dynamics - people's behaviour as consumers is dictated by the social connotations they associate with certain products and activities
Social commitment - this requires people to stand by agreements and fulfil their obligations. Once a belief or commitment has been expressed publicly, the individual exhibits a strong tendency to act in a way that is consistent with the commitment.