A Theory of Conformity
分析了一个模型，其中个体既关心消费也关心社会地位，地位取决于他人对个体倾向的看法，而倾向不可观测，因此行为会传递信号并影响地位。当地位足够重要时，即使偏好不同，许多人也会遵从严格的行为标准；地位不重要时则不会从众。模型解释了习俗、时尚以及多种亚文化的形成。
This paper analyzes a model in which individuals care about both consumption (intrinsic utility) and social status. Status depends on public perceptions about an individual's predispositions rather than on the individual's actions. However, since predispositions are unobservable, actions signal predispositions and therefore affect status. When status is sufficiently important relative to intrinsic utility, many individuals conform to a rigid standard of behavior, despite heterogeneous intrinsic preferences. When status is relatively unimportant, no conformity emerges. The model produces both customs and fads, and it suggests an explanation for the development of multiple subcultures with distinct norms. Copyright 1994 by University of Chicago Press.