Using Contextual Positioning to Bias Healthier Social Behavior

Individuals often model their consumption on that of peers, yet in some instances, peers’ social behavior is ambiguous or not initially observable. This paper demonstrates that, as a result, individual choices become overly biased by contextual cues as a means of reducing social risk.


Brennan Davis, Beth Vallen, and Brian Wansink (2012) ,"Using Contextual Positioning to Bias Healthier Social Behavior", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 37-41.


Brennan Davis, Baylor University, USA
Beth Vallen, Fordham University, USA
Brian Wansink, Cornell University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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