Observing Flattery: a Social Comparison Perspective

Elaine Chan, Tilburg University, The Netherlands
Jaideep Sengupta , HKUST, Hong Kong
This research provides new insights into the effects of observing others being flattered. Even when judging the flattery to be sincere, observers develop an automatic negative reaction (implicit attitude) towards the flatterer. This is caused by social comparison and can actually induce positive behavior vis a vis the flatterer.
[ to cite ]:
Elaine Chan and Jaideep Sengupta (2011) ,"Observing Flattery: a Social Comparison Perspective", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 79-80.