Of chameleons and consumption: The impact of mimicry on choice and preferences


Journal Article

This article investigates the effect of mimicry on consumer product consumption and appraisal. We propose and test two paths via which mimicry may influence product preferences. In the mimicking consumer path, we suggest that individuals automatically mimic the consumption behaviors of other people and that such mimicry then affects preferences toward the product(s) consumed. In the mimicked consumer path, we argue that being mimicked leads to increased prosociality, which affects preferences for products presented in dyadic interactions. Three studies confirm the two paths and suggest that mimicry can indeed influence product preferences. © 2007 by Journal of Consumer Research, Inc. All rights reserved.

Full Text

Duke Authors

Cited Authors

  • Tanner, RJ; Ferraro, R; Chartrand, TL; Bettman, JR; Van Baaren, R

Published Date

  • April 1, 2008

Published In

Volume / Issue

  • 34 / 6

Start / End Page

  • 754 - 766

International Standard Serial Number (ISSN)

  • 0093-5301

Digital Object Identifier (DOI)

  • 10.1086/522322

Citation Source

  • Scopus