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Of Chameleons and Consumption: The Impact of Mimicry on Choice and Preferences

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  • Robin J. Tanner
  • Rosellina Ferraro
  • Tanya L. Chartrand
  • James R. Bettman
  • Rick Van Baaren
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    Abstract

    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. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/522322
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 34 (2008)
    Issue (Month): 6 (08)
    Pages: 754-766

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    Handle: RePEc:ucp:jconrs:v:34:y:2008:i:6:p:754-766

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Herrmann, Andreas & Rossberg, Nadja & Huber, Frank & Landwehr, Jan R. & Henkel, Sven, 2011. "The impact of mimicry on sales - Evidence from field and lab experiments," Journal of Economic Psychology, Elsevier, vol. 32(3), pages 502-514, June.

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