Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Chameleons and copycats: How mimicry affects interpersonal persuasion

14.02.2008
Study finds that watching someone eat a snack will cause you to also eat more of it

Social scientists have long been intrigued by the human tendency to mimic the behavior of others. Now, a new study from the April issue of the Journal of Consumer Research expands the field, exploring the potential for mimicry to influence product consumption.

The researchers find that watching someone else eat a certain food—in this case, either goldfish crackers or animal crackers – will cause the viewer to be inclined to eat the same thing. Additionally, in another experiment, participants who had their posture and speech mimicked by a salesperson rated the product higher and consumed more of it.

In the first study, participants were seated in front of a computer in a private lab room and asked to watch a video of a fellow participant (actually someone who was a part of the study) describing a series of ads while occasionally taking goldfish or animal crackers from a bowl. Bowls of both goldfish and animal crackers were present, but the subject in the video only took from one of the two bowls the entire time.

Some participants also had two bowls of food in front of them, one filled with goldfish crackers and the other with animal crackers. Those who watched a person eat goldfish crackers took from the goldfish bowl 71 percent of the time. Those who watched a person eat animal crackers only took from the goldfish bowl 44 percent of the time. Importantly, a pre-rating among participants found that goldfish crackers were preferred over animal crackers, on average.

“A person who views someone else’s snacking behavior will come to exhibit a similar snack selection pattern,” explain Robin J. Tanner (Duke University), Rosellina Ferraro (University of Maryland), Tanya L. Chartrand (Duke University), James R. Bettman (Duke University), and Rick Van Baaren (University of Amsterdam).

“This suggests that preferences may shift as a result of unintentionally mimicking another person’s consumption behavior.”

In another experiment, the researchers examined whether a person who is mimicked would come to like that person more than they would otherwise, and whether that would lead to a more positive response towards a product endorsed by the mimicker. Participants who had their posture, body angle, foot movements, and verbal patterns mimicked rated a new sports drink more positively and drank more of the sports drink than participants who were not mimicked. A separate experiment showed that the positive ratings and the amount consumed was even higher when the mimicker expressly stated that he or she was invested in the success of the product.

“This suggests that mimicry has the potential to be a valuable tool in interpersonal persuasion, particularly in cases where the motivations and persuasive intent of the mimicker are transparent,” the researchers write. “So, even though consumers might try to resist a salesperson’s pitch, being mimicked by that salesperson makes that pitch more impacting.”

Robin J. Tanner, Rosellina Ferraro, Tanya L. Chartrand, James R. Bettman, and Rick Van Baaren, “Of Chameleons and Consumption: The Impact of Mimicry on Choice and Preferences.” Journal of Consumer Research: April 2008.

Suzanne Wu | EurekAlert!
Further information:
http://www.uchicago.edu

More articles from Studies and Analyses:

nachricht ECG procedure indicates whether an implantable defibrillator will extend a patient's life
02.09.2019 | Technische Universität München

nachricht Fracking prompts global spike in atmospheric methane
14.08.2019 | European Geosciences Union

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Happy hour for time-resolved crystallography

Researchers from the Department of Atomically Resolved Dynamics of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg, the University of Hamburg and the European Molecular Biology Laboratory (EMBL) outstation in the city have developed a new method to watch biomolecules at work. This method dramatically simplifies starting enzymatic reactions by mixing a cocktail of small amounts of liquids with protein crystals. Determination of the protein structures at different times after mixing can be assembled into a time-lapse sequence that shows the molecular foundations of biology.

The functions of biomolecules are determined by their motions and structural changes. Yet it is a formidable challenge to understand these dynamic motions.

Im Focus: Modular OLED light strips

At the International Symposium on Automotive Lighting 2019 (ISAL) in Darmstadt from September 23 to 25, 2019, the Fraunhofer Institute for Organic Electronics, Electron Beam and Plasma Technology FEP, a provider of research and development services in the field of organic electronics, will present OLED light strips of any length with additional functionalities for the first time at booth no. 37.

Almost everyone is familiar with light strips for interior design. LED strips are available by the metre in DIY stores around the corner and are just as often...

Im Focus: Tomorrow´s coolants of choice

Scientists assess the potential of magnetic-cooling materials

Later during this century, around 2060, a paradigm shift in global energy consumption is expected: we will spend more energy for cooling than for heating....

Im Focus: The working of a molecular string phone

Researchers from the Department of Atomically Resolved Dynamics of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg, the University of Potsdam (both in Germany) and the University of Toronto (Canada) have pieced together a detailed time-lapse movie revealing all the major steps during the catalytic cycle of an enzyme. Surprisingly, the communication between the protein units is accomplished via a water-network akin to a string telephone. This communication is aligned with a ‘breathing’ motion, that is the expansion and contraction of the protein.

This time-lapse sequence of structures reveals dynamic motions as a fundamental element in the molecular foundations of biology.

Im Focus: Milestones on the Way to the Nuclear Clock

Two research teams have succeeded simultaneously in measuring the long-sought Thorium nuclear transition, which enables extremely precise nuclear clocks. TU Wien (Vienna) is part of both teams.

If you want to build the most accurate clock in the world, you need something that "ticks" very fast and extremely precise. In an atomic clock, electrons are...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Society 5.0: putting humans at the heart of digitalisation

10.09.2019 | Event News

Interspeech 2019 conference: Alexa and Siri in Graz

04.09.2019 | Event News

AI for Laser Technology Conference: optimizing the use of lasers with artificial intelligence

29.08.2019 | Event News

 
Latest News

Stroke patients relearning how to walk with peculiar shoe

18.09.2019 | Innovative Products

Statistical inference to mimic the operating manner of highly-experienced crystallographer

18.09.2019 | Physics and Astronomy

Scientists' design discovery doubles conductivity of indium oxide transparent coatings

18.09.2019 | Materials Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>