Seeing Ourselves in Others: Consumer Compliance With Recommendations Made By Ambiguous Agents

Rebecca Walker Naylor, Ohio State University, USA
Cait Poynor, University of Pittsburgh, USA
David A. Norton, University of South Carolina, USA
What kind of influence do others exert when we know little about them? We find that consumers anchor inferences about ambiguous others in their own characteristics. Thus, compliance with an ambiguous other can be equivalent to that with a similar other and greater than that with a dissimilar other.
[ to cite ]:
Rebecca Walker Naylor, Cait Poynor, and David A. Norton (2011) ,"Seeing Ourselves in Others: Consumer Compliance With Recommendations Made By Ambiguous Agents", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.