Korean consumers may be more susceptible to normative influence than U.S.consumers are.

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Cultural differences can affect how individuals respond to social influence. Normative influence refers to the influence that social norms and values have on individuals' behavior. In general, Korean culture places a strong emphasis on social harmony, obedience, and conformity to group norms. Therefore, Korean consumers may be more likely to conform to the expectations of their reference groups (e.g., family, friends, colleagues, online communities) to avoid social disapproval or conflict. By contrast, U.S. culture tends to value individualism, independence, and self-expression, which may make U.S. consumers less susceptible to normative influence and more likely to prioritize their personal preferences or beliefs over social pressure. Of course, these are generalizations and individual differences exist within each culture.

Korean Consumers May Be More Susceptible to Normative Influence Than