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
Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature
Seth Ketron, East Carolina University
Nancy Spears, University of North Texas
The Messy Satiation Effect: The Benefits of Eating Like a Pig
Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA
Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising
Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium