When Empathic Managers Become Consumers: a Self-Referential Bias

This research implies that cognitive empathy, the mental process of putting oneself into the shoes of consumers, activates managers’ consumer identity and increases the influence of their personal consumption preferences on predicted consumer preferences. Two studies are presented in support of this self-referential bias.



Citation:

Johannes Hattula, Walter Herzog, Darren W. Dahl, and Sven Reinecke (2012) ,"When Empathic Managers Become Consumers: a Self-Referential Bias", 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: 1013-1014.

Authors

Johannes Hattula, University of St. Gallen, Switzerland
Walter Herzog, WHU-Otto Beisheim School of Management, Germany
Darren W. Dahl, University of British Columbia, Canada
Sven Reinecke, University of St. Gallen, Switzerland



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

P3. Cash Costs You: The Pain of Holding

J Zenkic, University of Melbourne, Australia
Kobe Millet, Vrije Universiteit Amsterdam
Nicole Mead, University of Melbourne, Australia

Read More

Featured

G10. The Effects of self-construal on evaluations of brand logo colors

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA

Read More

Featured

F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University

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.