jcr2010-i’l hve what she’s having effects of social influence 社会影响jcr2010-i’ll ha.docxVIP

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jcr2010-i’l hve what she’s having effects of social influence 社会影响jcr2010-i’ll ha.docx

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jcr2010-i’llhvewhatshe’shavingeffectsofsocialinfluence社会影响jcr2010-i’llhavewhatshe’shavingeffectsofsocialinfluence社会影响

I’llHaveWhatShe’sHaving:EffectsofSocialInfluence andBody Type ontheFoodChoicesofOthersBRENTMCFERRANDARRENW.DAHLGAVANJ.FITZSIMONSANDREAC.MORALESThisresearchexamineshowthebodytypeofconsumersaffectsthefoodcon-sumptionofotherconsumersaroundthem.Wefindthatconsumersanchoronthequantitiesothersaroundthemselectbutthattheseportionsareadjustedaccordingtothebodytypeoftheotherconsumer.Wefindthatpeoplechoosealargerportionfollowinganotherconsumerwhofirstselectsalargequantitybutthat thisportionissignificantlysmalleriftheotherisobesethanifsheisthin.Wealsofindthattheadjustmentismorepronouncedforconsumerswhoarelowinappearanceself-esteemandthatitisattenuatedundercognitiveload.besityandunhealthyfoodconsumptionaremajorpub-lichealthissues,especiallyinindustrializedcountries.Insearchingtoidentifyacausefortheepidemic,whilesomeBrentMcFerran(brent.mcferran@ubc.ca)isassistantprofessorofmarketing,FacultyofManagement,UniversityofBritishColumbia,3333UniversityWay,Kelowna,BC,CanadaV1V1V7.DarrenW.Dahl(darren.dahl@sauder.ubc.ca)isFredH.SillerProfessorinAppliedMar-ketingResearch,SauderSchool ofBusiness, University ofBritish Colum-bia,2053MainMall,Vancouver,BC,CanadaV6T1Z2.GavanJ.Fitz-simons(gavan@)isF.M.KirbyResearchFellowandprofessorofmarketingandpsychologyatFuquaSchoolofBusiness,DukeUniver-sity,1TowerviewDrive,Durham,NC,USA27708.AndreaC.Morales(acmorales@)isassociateprofessorofmarketingatW.P.CareySchoolofBusiness,ArizonaStateUniversity,P.O.Box874106,Tempe,AZ,USA85287.Thisarticleisbasedonthefirstauthor’sdoctoraldis-sertation,supervisedbythesecondauthor,withthethirdandfourthauthorsservingonthecommittee.FinancialsupportfromtheSocialSciences andHumanitiesResearchCouncilof Canada awardedtoDarrenDahl isgrate-fullyacknowledged.Thisresearchwonthe2008SocietyforConsumerPsychologyandAssociationforConsumerResearch–Sheth(PublicPurpose)DissertationProposalcompetitions,andthefinancialsupportandhelpfulcommentsreceivedfrombothorganizationsisappreciated.TheauthorsareindebtedtoYunLiforherresearchassistance,SandraBlac