Observing Flattery: a Social Comparison Perspective

This research provides new insights into the effects of observing others being flattered. Even when judging the flattery to be sincere, observers develop an automatic negative reaction (implicit attitude) towards the flatterer. This is caused by social comparison and can actually induce positive behavior vis a vis the flatterer.


Elaine Chan and Jaideep Sengupta (2011) ,"Observing Flattery: a Social Comparison Perspective", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 79-80.


Elaine Chan, Tilburg University, The Netherlands
Jaideep Sengupta , HKUST, Hong Kong


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


Born to Shop? A Genetic Component of Deal Proneness

Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University

Read More


Easy To Be Selfish: Comparing the Influence of a Social Norm and an Individual Example

Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore

Read More


Brought To You Live”: On The Consumption Experience of Live Social Media Streams

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.