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Consumer's doppelganger: A role model perspective on intentional consumer mimicry

Authors


Correspondence to: Ayalla Ruvio, Fox School of Business, Temple University, 1801 Liacouras Walk, Philadelphia, PA 19122-6083, USA.

E-mail: aruvio@temple.edu

ABSTRACT

This paper focuses on the consumer's doppelganger effect, the inclination of consumers to intentionally mimic other individuals' consumption behaviors. Taking a role model perspective, we look at the inclination of Israeli teenage girls to resonate with role models with whom they have unidirectional (study 1; N = 152) and bidirectional (study 2; N = 343) relationships. The findings demonstrate that consumers' doppelgangers have a strong inclination to intentionally emulate other individuals' consumption behavior when they perceive them as consumer role models, an assessment that is rooted in their view of these individuals as relevant. The contributions of this research relate to the study of mimicry, role modeling, and family consumption.

Copyright © 2013 John Wiley & Sons, Ltd.

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