Buyer beware of your shadow: how price moderates the effect of incidental similarity on buyer behavior

Kachersky, Luke; Sen, Sankar; Kim, Hyeong Min; Carnevale, Marina

doi:10.1111/jasp.12255

Cited by 10 publications

(7 citation statements)

References 34 publications

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“…New Zealand has an open-door immigration policy and is subsequently a country with a great deal of diversity. As reported by Statistics NZ (2019), more than 100,000 short-term international visitors, and new permanent and long-term migrants from all over the world arrived in New Zealand in 2018. New Zealand businesses, especially banks, recognize that this significant influx has massive future potential for the business market.…”

Section: Introductionmentioning

confidence: 97%

“…For example, Van Zalk and Denissen (2015) emphasize that customers interact more frequently with sellers when they receive more information about the sellers, thus minimizing their uncertainty about future behaviors and improving their relationship. In addition, consumers who are motivated to interact with sellers (Kwok and Xie 2018; Kachersky et al , 2014) and utilize their time well during interactions (Ankitha and Basri, 2019) will significantly contribute to building successful relationships. In spite of academic recognition of the critical role interaction plays in firm–customer satisfaction relationships, the effect of similarity, interaction intensity and customer satisfaction with a banker has been less researched.…”

Section: Introductionmentioning

confidence: 99%

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Repurchase intention: the effect of similarity and client knowledge

Herjanto

Amin

2020

IJBM

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PurposeThe objective of this study was to investigate the effect of appearance, lifestyle and status similarity on interaction intensity, satisfaction with a banker and repurchase intention. Also examined was the moderating effect of client knowledge in the enhancement of customer satisfaction with a banker.Design/methodology/approachA total of 800 questionnaires using the snowball sampling technique were performed to distribute the questionnaires to bank customers at different ethnic community centers in New Zealand. A total of 377 useable questionnaires were collected for further analysis.FindingsThe findings indicated that the three types of similarity affect interaction intensity differently. Lifestyle similarity was found to positively influence interaction intensity. The similarity constructs of appearance and status were found to have an insignificant relationship with interaction intensity. The findings show that appearance similarity and interaction intensity are able to enhance customer satisfaction with a banker. Customer satisfaction with a banker has a significant relationship with repurchase intention. Client knowledge influences the degree of interaction intensity and satisfaction with a banker.Practical implicationsThe findings of this study help bankers to understand the importance of their similarities with a customer and to design recruitment strategies and training sections to improve customer satisfaction.Originality/valueThis study contributes to the body of knowledge by incorporating interaction intensity, similarity and satisfaction with a bank into the repurchase intention model.

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Section: Introductionmentioning

confidence: 97%

Section: Introductionmentioning

confidence: 99%

Repurchase intention: the effect of similarity and client knowledge

Herjanto

Amin

2020

IJBM

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“…A handful of empirical findings suggest a negative impact of incidental similarity cues. The presence of an incidental similarity cue can have an adverse effect on consumer responses when a similar service provider displays negative behaviors (Jiang et al, 2010) or when prices suggested by a similar seller are too high (Kachersky et al, 2014). We provide a more nuanced understanding of incidental similarity cues by demonstrating a boundary condition for the negativity effect.…”

Section: Theoretical Implicationsmentioning

confidence: 84%

Dining alone? Solo consumers’ self-esteem and incidental similarity

Shin

Hwang

Mattila

2018

JSM

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Purpose Though social trends are driving consumers toward solo consumption of various services, many are reluctant to do so. There is little guidance for service providers as to how to effectively induce solo consumption. This study aims to examine the joint effect of self-esteem and an incidental similarity cue (e.g. a person’s initials) on anticipated satisfaction with with a solo consumption experience to fill this gap. Design/methodology/approach This study used a two-factor (incidental similarity cue and self-esteem) quasi-experimental design to test the hypotheses. The respondents read a scenario depicting a solo service consumption experience and completed scales that measured perceived fit with the service context and anticipated satisfaction with the experience. Findings Results indicate that, in the absence of an incidental similarity cue, self-esteem has a positive effect on solo consumers’ perceived fit. In the presence of such a cue, however, self-esteem has a minimal impact on perceived fit. Furthermore, perceived fit mediates the effect of self-esteem on anticipated satisfaction when the cue is absent. Originality/value The authors’ findings suggest that promoting incidental similarities with consumers may not be an efficient strategy to attract solo consumers. Conversely, service providers wishing to induce solo consumption may benefit from situationally increasing self-esteem among potential solo consumers. The current research advances the authors’ understanding of the effect of an incidental similarity cue and self-esteem in the context of a growing social trend of solo consumption.

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“…Therefore, it is necessary to explore whether this kind of interpersonal similarity effect still works in the new short video context. Second, from the perspective of research, the research on similarity and its consequences stays in a positive perspective (Guéguen et al, 2011;Brack and Benkenstein, 2012;Kachersky et al, 2014), ignoring the possible negative effects, which limits the comprehensive understanding of similarity effects to a certain extent. Third, the study lacks consideration of differences in individual cognitive motivations.…”

Section: Introductionmentioning

confidence: 99%

Promote identification or prevent expansion? The effect of uploader-viewer similarity on viewer inspiration in the context of short video community

Dai

2023

Front. Psychol.

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IntroductionShort video communities have proliferated recently, opening up a new channel for the promotion of online businesses. The main challenge in marketing with short videos is how to inspire consumers.MethodsThis study employs viewer social identification and self-expansion as its entrance point to to explain how uploader-viewer similarity affects viewers’ short video inspiration. We use empirical investigation method based on the data of 310 short video viewers to test our conceptual model.ResultsWe found that there is a double-edged relationship between uploader-viewer similarity and short video inspiration. Particularly, uploader-viewer similarity enhances perceived social identification while reducing perceived self-expansion. The association between Uploader-viewer similarity and short video inspiration is moderated by viewers’ cognitive demands.DiscussionThese results provide a new perspective for enterprises to manage the relationship between viewers and media.

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Buyer beware of your shadow: how price moderates the effect of incidental similarity on buyer behavior

Cited by 10 publications

References 34 publications

Repurchase intention: the effect of similarity and client knowledge

Repurchase intention: the effect of similarity and client knowledge

Dining alone? Solo consumers’ self-esteem and incidental similarity

Promote identification or prevent expansion? The effect of uploader-viewer similarity on viewer inspiration in the context of short video community

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