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.
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.
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
NA - Advances in Consumer Research Volume 47 | 2019
To Apologize, or Not to Apologize? That is A Question - How Should an Organization Respond to Executive Employees’ Private Life Misconduct?
Zayed Bin Islam, University of Guelph, Canada
Juan Wang, University of Guelph, Canada
Towhidul Islam, University of Guelph, Canada
Thank You = Trust Me: When Gratitude Expressions Help Promote New Products
Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA
M8. Nostalgia Increases Healthy Attitudes and Behaviors
Jannine Lasaleta, Yeshiva University
Carolina O. C. Werle, Grenoble Ecole de Management
Amanda Pruski Yamim, Grenoble Ecole de Management