The Surprising Influencers: How the Inferred Attributes of Observed Consumers Shape Observer Consumers’ Buying Intentions
The current paper examines how surprising attributes of observed consumers influence the purchase intentions of other (observing) consumers. We hypothesize that when a non-typical consumer owns a product we don’t and her ownership suggests she outperforms us on a desired attribute, our self esteem is threatened. In response to this threat we are more likely to purchase the product in question. Studies 1 and 2 demonstrate this effect with two product (an innovative MP3 player and an organic sandwich).
Edith Shalev and Vicki Morwitz (2008) ,"The Surprising Influencers: How the Inferred Attributes of Observed Consumers Shape Observer Consumers’ Buying Intentions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 996-996.
Edith Shalev, New York University
Vicki Morwitz, New York University
NA - Advances in Consumer Research Volume 35 | 2008
Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making
Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC
G2. You Run When Time Flies: Time Metaphors Affect Inferences from the Speed of Time
N. Alican Mecit, HEC Paris, France
L. J. Shrum, HEC Paris, France
tina m. lowrey, HEC Paris, France
F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance
Wided Batat, American University Beirut