Unconscious Influence on Consumption - Testing Mimicry of Consumption Behavior. Proceedings of the Conference of the European Marketing Association
Type
conference paper
Date Issued
2007-05-22
Author(s)
Abstract
Research on the effects of mimicry on consumer behavior has been conducted under restricted laboratory conditions which yield little information for practitioners concerning applicability in realistic situations. The present research therefore explored the influence of observed consumption decisions on subsequent consumption in natural situations. In a field experiment, train passengers were either exposed to triggering consumption behavior performed by confederates or they were not. As predicted, passengers consumed more of a product offered by a vendor when confederates had displayed consumption behavior than a control
Language
English
Keywords
non-conscious consumption
imitation
perception-behavior-link
HSG Classification
not classified
Refereed
Yes
Event Title
35th EMAC Conference
Event Location
Reykjavik
Subject(s)
Division(s)
Eprints ID
56248