Of chameleons and consumption: The impact of mimicry on choice and preferences
Publication year
2008Source
Journal of Consumer Research, 34, 6, (2008), pp. 754-766ISSN
Publication type
Article / Letter to editor

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Organization
SW OZ BSI SCP
Journal title
Journal of Consumer Research
Volume
vol. 34
Issue
iss. 6
Page start
p. 754
Page end
p. 766
Subject
Behaviour Change and Well-beingAbstract
This article investigates the effect of mimicry on consumer product consumption and appraisal. We propose and test two paths via which mimicry may influence product preferences. In the mimicking consumer path, we suggest that individuals automatically mimic the consumption behaviors of other people and that such mimicry then affects preferences toward the product(s) consumed. In the mimicked consumer path, we argue that being mimicked leads to increased prosociality, which affects preferences for products presented in dyadic interactions. Three studies confirm the two paths and suggest that mimicry can indeed influence product preferences.
This item appears in the following Collection(s)
- Academic publications [202914]
- Electronic publications [101091]
- Faculty of Social Sciences [27123]
- Open Access publications [69755]
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