Final answer:
The correct answer is B) Utilitarian influence, referring to the phenomenon where people conform to group expectations to receive rewards or avoid punishment, as demonstrated by the Asch conformity studies.
Step-by-step explanation:
The phenomenon in which consumers conform to group expectations to receive a reward or avoid punishment is known as normative social influence. The Asch conformity studies showed that people often conform to a group norm not because they need information (informational influence), but rather to fit in and avoid ridicule or punishment. Participants wanted to be liked and accepted by others. Therefore, the correct answer is B) Utilitarian influence, where people act in ways that are rewarded by the group or that avoid punishment or negative consequences.