When Empathic Managers Become Consumers: a Self-Referential Bias

Johannes Hattula, University of St. Gallen, Switzerland
Walter Herzog, WHU-Otto Beisheim School of Management, Germany
Darren W. Dahl, University of British Columbia, Canada
Sven Reinecke, University of St. Gallen, Switzerland
This research implies that cognitive empathy, the mental process of putting oneself into the shoes of consumers, activates managers’ consumer identity and increases the influence of their personal consumption preferences on predicted consumer preferences. Two studies are presented in support of this self-referential bias.
[ to cite ]:
Johannes Hattula, Walter Herzog, Darren W. Dahl, and Sven Reinecke (2012) ,"When Empathic Managers Become Consumers: a Self-Referential Bias", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1013-1014.