Social Inertia: Ignoring My Benefits For the Community

A consumer evaluating a new service may unknowingly be influenced by a perception of the degree to which the community either accepts the new service or persists in using the existing service. This research examines whether an individual’s perception of the community’s acceptance and continued use of a service tends to supersede the individual’s views. Collectivistic orientation and the dynamic nature of self provide the basis for two experiments that highlight the role of social acceptance (in the form of social inertia) in the evaluation of different e-services. Findings suggest that, for individuals who rate high on collectivism (vs. low), social inertia causes lowering of willingness to pay, whereas this difference is absent in the case of individual inertia. The social inertia effect is greater for social goods than it is with private goods.


Dominic Thomas and Adam Finn (2010) ,"Social Inertia: Ignoring My Benefits For the Community", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 609-609 .


Dominic Thomas, Monash University, Australia
Adam Finn, University of Alberta, Canada


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion

Helen van der Sluis, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Kirk Kristofferson, Ivey Business School

Read More


I13. Ambient Light, Gender, and Creativity

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA

Read More


E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations

Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.