I'll have what she's having: Effects of social influence and body type on the food choices of others

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2010-04-01

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Abstract

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.

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10.1086/644611

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McFerran, B, DW Dahl, GJ Fitzsimons and AC Morales (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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Fitzsimons

Gavan J. Fitzsimons

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 Science, Management Science, Organizational Behavior and Human Decision Processes, the Journal of Personality and Social Psychology, and Psychological Science. His ideas have also been featured in many popular press outlets such as NPR, CNN, MSNBC, the New York Times, Wall Street Journal, Psychology Today, Oprah Magazine and Time Magazine, amongst many others.


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