Mindful Mimicry: Vertically Versus Horizontally Differentiated Attributes

Peggy Liu, University of Pittsburgh, USA
Kelly Haws, Vanderbilt University, USA
Brent McFerran, Simon Fraser University, Canada
We propose a new conceptual basis for predicting when and why consumers match each others’ choices, which allows us to reconcile apparently divergent findings and also to predict new findings. Specifically, we distinguish between vertically-differentiated versus horizontally-differentiated attributes and propose that consumers match co-consumers more on vertical than horizontal attributes.
[ to cite ]:
Peggy Liu, Kelly Haws, and Brent McFerran (2017) ,"Mindful Mimicry: Vertically Versus Horizontally Differentiated Attributes", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 146-151.