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Social Information in the Retail Environment: The Importance of Consumption Alignment, Referent Identity, and Self-Esteem

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  • Darren W. Dahl
  • Jennifer J. Argo
  • Andrea C. Morales

Abstract

This research focuses on understanding when low body esteem consumers are most likely to engage in negative social comparisons and examines how this process influences product evaluations. In a series of three studies, we find that two pieces of social information are needed for negative comparisons in a retail environment to occur: (1) an attractive social referent must be actively consuming (i.e., wearing) the product and (2) the consumer must also be actively consuming (i.e., wearing) the product. If only one of these conditions holds, there is no alignment in consumption, and a negative comparison does not occur. Importantly, we also show that the identity of the social referent is critical to these effects. By identifying key factors that determine when comparative information will influence consumers, this research highlights how marketing strategies impact the consumer inside and outside of the retail environment.

Suggested Citation

  • Darren W. Dahl & Jennifer J. Argo & Andrea C. Morales, 2012. "Social Information in the Retail Environment: The Importance of Consumption Alignment, Referent Identity, and Self-Esteem," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(5), pages 860-871.
    • Handle: RePEc:oup:jconrs:doi:10.1086/660918
    DOI: 10.1086/660918
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    Cited by:

    1. Argo, Jennifer J. & Dahl, Darren W., 2020. "Social Influence in the Retail Context: A Contemporary Review of the Literature," Journal of Retailing, Elsevier, vol. 96(1), pages 25-39.
    2. Ngo, Liem Viet & Northey, Gavin & Duffy, Sarah & Thao, Hoang Thi Phuong & Tam, Le Thi Hong, 2016. "Perceptions of others, mindfulness, and brand experience in retail service setting," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 43-52.
    3. Casenave, Eric & Klarmann, Martin, 2020. "The accountability paradox: How holding marketers accountable hinders alignment with short-term marketing goals," Journal of Business Research, Elsevier, vol. 112(C), pages 95-108.
    4. Strong, Carolyn A. & Martin, Brett A.S. & Jin, Hyun Seung & Greer, Dominique & O'Connor, Peter, 2019. "Why do consumers research their ancestry? Do self-uncertainty and the need for closure influence consumer's involvement in ancestral products?," Journal of Business Research, Elsevier, vol. 99(C), pages 332-337.
    5. Luck, Michael & Benkenstein, Martin, 2015. "Consumers between supermarket shelves: The influence of inter-personal distance on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 104-114.

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