I'll have what she's having: Effects of social influence and body type on the food choices of others
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This research examines how the body type of consumers affects the food consumption of other consumers around them. We find that consumers anchor on the quantities others around them select but that these portions are adjusted according to the body type of the other consumer. We find that people choose a larger portion following another consumer who first selects a large quantity but that this portion is significantly smaller if the other is obese than if she is thin. We also find that the adjustment is more pronounced for consumers who are low in appearance self-esteem and that it is attenuated under cognitive load. © 2009 by Journal of Consumer Research, Inc.
Published Version (Please cite this version)10.1086/644611
Publication InfoMcFerran, B; Dahl, DW; Fitzsimons, GJ; & Morales, AC (2010). I'll have what she's having: Effects of social influence and body type on the food choices of others. Journal of Consumer Research, 36(6). pp. 915-926. 10.1086/644611. Retrieved from https://hdl.handle.net/10161/4134.
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Edward and Rose Donnell Distinguished Professor
Gavan J. Fitzsimons is the R. David Thomas professor of marketing and psychology at Duke University’s Fuqua School of Business. His research focuses on understanding the ways in which consumers may be influenced without their conscious knowledge or awareness by marketers and marketing researchers, often without any intent on the part of the marketer. His work has been published in numerous academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Marketing