The Evil Eye on Mimicry: the Influence of Money Primes on Mimicry

Jia Liu, University of Groningen, the Netherlands
Dirk Smeesters, Erasmus University Rotterdam, the Netherlands
This report focuses on two counter forces that affect social orientations: money and mimicry. In two experiments, we examine to what extent money can affect the ubiquity and affiliation power of mimicry. Experiment 1 demonstrated that priming money inhibits participants’ tendency to mimic the behaviors of an interaction partner. In Experiment 2, we showed that the effectiveness of mimicry as a social glue was impaired by the concept of money. Specifically, instead of liking the interaction other more, participants primed with money liked the other less after being mimicked compared to not being mimicked. Implications for consumer research are discussed.
[ to cite ]:
Jia Liu and Dirk Smeesters (2010) ,"The Evil Eye on Mimicry: the Influence of Money Primes on Mimicry", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 856-858 .