In today’s baseball culture, players have begun to wear what is called titanium necklaces. Now although necklaces have been worn by both athletes and non athletes, these titanium necklaces are suppose to be “healthy and good for the body.” These necklaces are said to “Promote health and fitness, help with anxiety and anger, increase flexibility, ease discomfort, and reduce fatigue.” There is website after website that states these facts. In face though I believe that these things are not caused by the necklace and that instead it is becoming big among the baseball culture because of the normative influence of conformity and partial brand-choice congruence.
These titanium necklaces were first marketed as being helpful for athletics from all of the side benefits it causes as I stated before, but if people are catching on and waking up to the fact that they are not “magical” necklaces but instead what is becoming the popular and the norm for the culture of baseball. Players have brand-choice congruence to what other players are buying (titanium necklaces). Also players have conformed to the idea of wearing the titanium necklaces not only on the field but as part of their outfits off the field throughout their daily lives.