Follow ‘Them’, Distance From ‘One of Us’: Group Membership Drives the Effectiveness of Exemplar Overachieving Behavior

We show that the effectiveness of overachieving behavior as a model is driven by group membership. Three experiments demonstrate that people follow out-group overachievers’ behavior but not in-group overachievers’. The effect is driven by decreased group centrality and attenuated when overachieving is displayed by the (trending) majority of in-group members.



Citation:

Elze Marija Uzdavinyte, Justina Gineikiene, Bob Fennis, and Siegfried Dewitte (2019) ,"Follow ‘Them’, Distance From ‘One of Us’: Group Membership Drives the Effectiveness of Exemplar Overachieving Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 885-886.

Authors

Elze Marija Uzdavinyte, ISM University of Management and Economics, Lithuania
Justina Gineikiene, ISM University of Management and Economics, Lithuania
Bob Fennis, University of Groningen, The Netherlands
Siegfried Dewitte, Katholieke University Leuven, Belgium



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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