Words Speak Louder: Conforming to Preferences More Than Consumption
Others’ consumption choices convey two types of information to consumers: stated preference (others like it) and consumption/ownership (others already consumed/owned it). In six studies, we show that words speak louder than action—consumers conform more to other’s preferences than consumption. Mentally sharing other’s consumption underlies this effect.
Yanping Tu and Ayelet Fishbach (2015) ,"Words Speak Louder: Conforming to Preferences More Than Consumption", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 40-44.
Yanping Tu, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
NA - Advances in Consumer Research Volume 43 | 2015
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