Of Chameleons and Consumption: The Impact of Mimicry on Choice and Preferences

Abstract

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.S ocial scientists have long been intrigued by the human tendency to mimic the behavior of others.Research has shown that individuals automatically mimic multiple aspects of their interaction partners, including their postures, gestures, mannerisms, speech patterns, syntax, accents, facial expressions, and even moods and emotions (Chartrand and Bargh 1999;Chartrand, Maddux, and Lakin 2005;Dijksterhuis, Chartrand, and Aarts 2006).Much of the early work on automatic behavioral mimicry explored the relationship between mimicry and rapport and established that interactions with significant posture and mannerism sharing tended to be characterized by rapport and empathy between interactants (Bernieri 1988;Charney 1966;Dabbs 1969;La France 1979, 1982).Recent work has further explored the downstream consequences of mimicry and has shown, for example, that individuals like those who mimic them more and that mimicry promotes prosocial or helping behaviors *

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