Conformity is an easily observed phenomenon in the daily life of common. Related studies have pointed out that compared with people of other ages adolescents are more apt to adopt conformity. The social psychologist deems that conformity is the representation of social influence, but the marketing scholar does not care as much about whether the original thought or behaviors of the consumers are the same as they do about their decision-making and behaviors under the influence of the group they

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... long to. In present research, a profound discussion will be carried out on the purchasing conformity of the adolescents via the personality of need for cognition (NFC) and the commodity's characteristics. For this research a total of 4287 invitations have been emailed to invite people to fill in the questionnaire on our research website. The email addresses come from the colleges and universities in the Taiwan. 624 questionnaires have been sent back in total and 588 copies are valid. Consequently, the study demonstrated that adolescents with low NFC possess more purchasing conformity than those with high NFC. Also, more purchasing conformity is exhibited in the consuming behaviors of conspicuous commodity than on those of non-conspicuous commodity. The conclusion of this research will deepen our understanding of the conforming purchasing behaviors of adolescents.