Online Chameleons: the Effects of Stylistic Mimicry of Nonverbal Cues on Consumer-Brand Interactions Online
We examine effects of online mimicry on consumer-brand relationships. Across three experiments, we find that consumers interacting with customer service employees report more positive attitudes towards the employee/brand when emoji-usage is mimicked, but more negative attitudes when punctuation is mimicked. Perceptions of rudeness (i.e., flaming) help explain when mimicry backfires.
Fatima Hajjat and Elizabeth Miller (2017) ,"Online Chameleons: the Effects of Stylistic Mimicry of Nonverbal Cues on Consumer-Brand Interactions Online", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 648-649.
Fatima Hajjat, Ithaca College, USA
Elizabeth Miller, University of Massachusetts, USA
NA - Advances in Consumer Research Volume 45 | 2017
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