I Bought That First and You Know It: the Influence of Ambivalent Mimicry on the Desire For Social Approval

Prior research shows that mimicry can lead to dissociation responses due to its threat on uniqueness as well as a sense of social approval. However, we argue that consumers who experience ambivalent mimicry will not value the product less nor dislike it, but will seek ways to gain social approval.


Sunghee Jun, Y. Jin Youn, and Kiwan Park (2016) ,"I Bought That First and You Know It: the Influence of Ambivalent Mimicry on the Desire For Social Approval", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 740-740.


Sunghee Jun, Seoul National University, KOREA
Y. Jin Youn, Seoul National University, KOREA
Kiwan Park, Seoul National University, KOREA


NA - Advances in Consumer Research Volume 44 | 2016

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