Words Speak Louder: Conforming to Preferences More Than Consumption

Yanping Tu, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
Others’ consumption choices convey two types of information to consumers: stated preference (others like it) and consumption/ownership (others already consumed/owned it). In six studies, we show that words speak louder than action—consumers conform more to other’s preferences than consumption. Mentally sharing other’s consumption underlies this effect.
[ to cite ]:
Yanping Tu and Ayelet Fishbach (2015) ,"Words Speak Louder: Conforming to Preferences More Than Consumption", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 40-44.