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Effects of perspective taking and entitlement on consumers

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  • Strong, Carolyn A.
  • Martin, Brett A.S.

Abstract

Perspective taking involves mentally putting yourself in another's shoes and has been shown to offer interpersonal benefits, however, despite its use in campaigns targeting adolescents, it has been relatively neglected in marketing. This paper examines the moderating effect of entitlement in young adolescent consumers, focusing on perspective taking encouraging a prosocial behavior. This research extends existing marketing literature which to date has examined perspective taking in relation to adult behavior (Davis et al., 2004; Galinsky et al., 2008; Dietvorst et al., 2009), contributing to the study and understanding of adolescent consumers' consumer behavior.

Suggested Citation

  • Strong, Carolyn A. & Martin, Brett A.S., 2014. "Effects of perspective taking and entitlement on consumers," Journal of Business Research, Elsevier, vol. 67(9), pages 1817-1823.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:9:p:1817-1823
    DOI: 10.1016/j.jbusres.2013.12.008
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    References listed on IDEAS

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    Cited by:

    1. Nguyen, Quynh N.X. & Thai, Nguyen T. & Heffernan, Troy W. & Reynolds, Nina & Zainuddin, Nadia, 2025. "A consumer wisdom-informed conceptualization for understanding prosocial behaviors," Journal of Business Research, Elsevier, vol. 192(C).
    2. Homer, Pamela Miles, 2021. "When sadness and hope work to motivate charitable giving," Journal of Business Research, Elsevier, vol. 133(C), pages 420-431.
    3. Wang, Yonggui & Zhang, Lu, 2021. "How customer entitlement influences supplier performance in B2B relationships in emerging economy? A moderated mediation model of institutional environments," Journal of Business Research, Elsevier, vol. 134(C), pages 689-700.

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