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The impact of mimicry on sales - Evidence from field and lab experiments

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  • Herrmann, Andreas
  • Rossberg, Nadja
  • Huber, Frank
  • Landwehr, Jan R.
  • Henkel, Sven

Abstract

A buyer's observation that one or more people are consuming a product can lead that buyer to consume the product as well. The evidence supporting unconscious and unintentional (automatic) mimicry of consumption suggests that it is a pervasive and robust phenomenon. However, up until now most findings on the antecedents of mimicry have been obtained from lab studies. Using a field study, the current research shows that passengers in a train mimic the consumption behavior of other passengers. Two subsequent lab studies suggest that mimicry of consumption is all the more powerful the more people there are consuming and the more intense and consistent their consumption behavior is. However, the impact of the number of people on the willingness to engage in mimicry reaches a peak at approximately eight people and is relatively constant thereafter.

Suggested Citation

  • Herrmann, Andreas & Rossberg, Nadja & Huber, Frank & Landwehr, Jan R. & Henkel, Sven, 2011. "The impact of mimicry on sales - Evidence from field and lab experiments," Journal of Economic Psychology, Elsevier, vol. 32(3), pages 502-514, June.
    • Handle: RePEc:eee:joepsy:v:32:y:2011:i:3:p:502-514
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    1. Mohammed Hussen Alemu & Søren Bøye Olsen, 2020. "An analysis of the impacts of tasting experience and peer effects on consumers’ willingness to pay for novel foods," Agribusiness, John Wiley & Sons, Ltd., vol. 36(4), pages 653-674, October.
    2. Lyn M. Van Swol & Meghann L. Drury-Grogan, 2017. "The Effects of Shared Opinions on Nonverbal Mimicry," SAGE Open, , vol. 7(2), pages 21582440177, May.

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