Article2011

When Imitation Doesn’t Flatter: The Role of Consumer Distinctiveness in Responses to Mimicry

110 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Consumer Perception and Purchasing Behavior

Abstract

Abstract In a series of four experiments, the authors examine the implications of one consumer’s possession being mimicked by another consumer. The results demonstrate that when distinctiveness concerns are heightened, greater dissociation responses (i.e., possession disposal intentions, recustomization behaviors, and exchange behaviors) arise in response to being mimicked by a similar as opposed to dissimilar other. These effects are driven by threats to distinctiveness. Finally, these effects are mitigated when the imitated possession is nonsymbolic in nature and when a low degree of effort is exerted to initially obtain the possession. Implications for marketers and consumers are discussed.

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References

1977Self-efficacy: Toward a unifying theory of behavioral change.1957A Theory of Cognitive Dissonance 1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 2017A Theory of Cognitive Dissonance 1978Self-efficacy: Toward a unifying theory of behavioral change 2001Handbook of Positive Psychology 1988Possessions and the Extended Self 1991The Social Self: On Being the Same and Different at the Same Time

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