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Consumer's doppelganger: A role model perspective on intentional consumer mimicry
Author(s) -
Ruvio Ayalla,
Gavish Yossi,
Shoham Aviv
Publication year - 2013
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1415
Subject(s) - mimicry , perspective (graphical) , consumption (sociology) , psychology , consumer behaviour , social psychology , advertising , sociology , business , computer science , ecology , social science , artificial intelligence , biology
This paper focuses on the consumer's doppelganger effect, the inclination of consumers to intentionally mimic other individuals' consumption behaviors. Taking a role model perspective, we look at the inclination of Israeli teenage girls to resonate with role models with whom they have unidirectional (study 1; N = 152) and bidirectional (study 2; N = 343) relationships. The findings demonstrate that consumers' doppelgangers have a strong inclination to intentionally emulate other individuals' consumption behavior when they perceive them as consumer role models, an assessment that is rooted in their view of these individuals as relevant. The contributions of this research relate to the study of mimicry, role modeling, and family consumption. Copyright © 2013 John Wiley & Sons, Ltd.