The Facebook Mindset Effect: Incidental Exposure to Facebook Increases Consumers’ Other-Focus and Promotes Conservative Product Choices

In a large-scale field study and four experiments, we show that exposure to Facebook causes consumers to make more conservative product choices. This effect is driven by a shift in the focus of consumers’ thoughts from themselves toward others. It can be reversed through interventions that increase consumers’ self-focus.



Citation:

Christian Hildebrand, Tobias Schlager, Gerald Häubl, and Andreas Herrmann (2015) ,"The Facebook Mindset Effect: Incidental Exposure to Facebook Increases Consumers’ Other-Focus and Promotes Conservative Product Choices ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 150-151.

Authors

Christian Hildebrand, University of St. Gallen, Switzerland
Tobias Schlager, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Andreas Herrmann, University of St. Gallen, Switzerland



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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