四、从众心理研究的意义及其对营销的启示
（一）理论意义
从众理论首先由西方学者提出，其某些脉络与分析方法是依据西方社会提出的，而且近些年来，在我国，对其负面评论多于理性思考和研究。在这种背景下，营销学界如果能基于中国特有的社会文化环境对从众行为的前提、影响因素和后果以及相应的消费者心理特点进行深入、全面研究，不仅是对西方从众理论的有益补充，而且能够促进营销学科的本土化发展。
（二）对营销实践的启示
从众体现了人们希望获得认同的愿望，在某种程度上反映了人们以消费来实现的需求。企业可以针对消费者的这种需求进行市场推广战略的制定。由于消费者对某些产品和服务的需求受其社会网络和参照群体的影响，企业在广告和促销活动中可以利用与此相适应的形象代言人和参照群体，凸显产品和服务除实用功能以外的社会功能。另外，某些过度的、浪费的从众消费行为将会对社会风气造成负面影响，并破坏资源、环境的可持续发展，政府机构和企业可通过逆营销策略，降低消费者对于这种过度从众消费的需求。比如，政府及公益组织可联合一些企业，宣传正确的消费观念，引导健康的消费方式。
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