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I'll Have What She's Having: Effects of Social Influence and Body Type on the Food Choices of Others

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  • Brent McFerran
  • Darren W. Dahl
  • Gavan J. Fitzsimons
  • Andrea C. Morales
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    Abstract

    This research examines how the body type of consumers affects the food consumption of other consumers around them. We find that consumers anchor on the quantities others around them select but that these portions are adjusted according to the body type of the other consumer. We find that people choose a larger portion following another consumer who first selects a large quantity but that this portion is significantly smaller if the other is obese than if she is thin. We also find that the adjustment is more pronounced for consumers who are low in appearance self-esteem and that it is attenuated under cognitive load. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/644611
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    Bibliographic Info

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

    Volume (Year): 36 (2010)
    Issue (Month): 6 (04)
    Pages: 915-929

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    Handle: RePEc:ucp:jconrs:v:36:y:2010:i:6:p:915-929

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

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    Cited by:
    1. Haiyang Yang & Ziv Carmon & Barbara Kahn & Anup Malani & Janet Schwartz & Kevin Volpp & Brian Wansink, 2012. "The Hot–Cold Decision Triangle: A framework for healthier choices," Marketing Letters, Springer, vol. 23(2), pages 457-472, June.
    2. Liu, Peggy J. & Campbell, Troy H. & Fitzsimons, Gavan J. & Fitzsimons, Gráinne M., 2013. "Matching choices to avoid offending stigmatized group members," Organizational Behavior and Human Decision Processes, Elsevier, vol. 122(2), pages 291-304.
    3. Bublitz, Melissa G. & Peracchio, Laura A. & Andreasen, Alan R. & Kees, Jeremy & Kidwell, Blair & Miller, Elizabeth Gelfand & Motley, Carol M. & Peter, Paula C. & Rajagopal, Priyali & Scott, Maura L. &, 2013. "Promoting positive change: Advancing the food well-being paradigm," Journal of Business Research, Elsevier, vol. 66(8), pages 1211-1218.
    4. Hausman, Angela, 2012. "Hedonistic rationality: Healthy food consumption choice using muddling-through," Journal of Business Research, Elsevier, vol. 65(6), pages 794-801.
    5. Marko Pitesa & Stefan Thau, 2013. "Compliant sinners, obstinate saints: How power and self-focus determine the effectiveness of social influences in ethical decision making," Grenoble Ecole de Management (Post-Print) hal-00814614, HAL.

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