The Convincing Chameleon: the Impact of Mimicry on Persuasion
Title: The Convincing Chameleon: The Impact of Mimicry on Persuasion
Rob Tanner –
Tanya Chartrand -
Rick van Baaren -
of consumer product appraisal. We propose that the prosociality induced by
mimicry will lead to enhanced persuasiveness, and thus increased product
preference, in sales-like interactions. Three experiments were conducted to
explore these ideas. Results indicate that mimicry can positively influence
preferences for products presented by one individual to another during, or
directly after, a dyadic interaction. Of particular interest from a sales
perspective, our results also suggest that this effect may actually be
enhanced when the mimicker is transparently invested in the mimicked
individual’s appraisal of the product.
Citation:
Rob Tanner and Tanya Chartrand (2006) ,"The Convincing Chameleon: the Impact of Mimicry on Persuasion", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 409-412.
Authors
Rob Tanner, Duke
Tanya Chartrand, Duke
Volume
NA - Advances in Consumer Research Volume 33 | 2006
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