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

Publication ,  Journal Article
Tanner, RJ; Ferraro, R; Chartrand, TL; Bettman, JR; Van Baaren, R
Published in: Journal of Consumer Research
April 1, 2008

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.

Duke Scholars

Published In

Journal of Consumer Research

DOI

ISSN

0093-5301

Publication Date

April 1, 2008

Volume

34

Issue

6

Start / End Page

754 / 766

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1701 Psychology
  • 1506 Tourism
  • 1505 Marketing
 

Citation

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Tanner, R. J., Ferraro, R., Chartrand, T. L., Bettman, J. R., & Van Baaren, R. (2008). Of chameleons and consumption: The impact of mimicry on choice and preferences. Journal of Consumer Research, 34(6), 754–766. https://doi.org/10.1086/522322
Tanner, R. J., R. Ferraro, T. L. Chartrand, J. R. Bettman, and R. Van Baaren. “Of chameleons and consumption: The impact of mimicry on choice and preferences.” Journal of Consumer Research 34, no. 6 (April 1, 2008): 754–66. https://doi.org/10.1086/522322.
Tanner RJ, Ferraro R, Chartrand TL, Bettman JR, Van Baaren R. Of chameleons and consumption: The impact of mimicry on choice and preferences. Journal of Consumer Research. 2008 Apr 1;34(6):754–66.
Tanner, R. J., et al. “Of chameleons and consumption: The impact of mimicry on choice and preferences.” Journal of Consumer Research, vol. 34, no. 6, Apr. 2008, pp. 754–66. Scopus, doi:10.1086/522322.
Tanner RJ, Ferraro R, Chartrand TL, Bettman JR, Van Baaren R. Of chameleons and consumption: The impact of mimicry on choice and preferences. Journal of Consumer Research. 2008 Apr 1;34(6):754–766.
Journal cover image

Published In

Journal of Consumer Research

DOI

ISSN

0093-5301

Publication Date

April 1, 2008

Volume

34

Issue

6

Start / End Page

754 / 766

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1701 Psychology
  • 1506 Tourism
  • 1505 Marketing