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JCR2010-I’llHaveWhatShe’sHavingEffectsofsocialinfluence社会影响
I’ll Have What She’s Having: Effects of Social Influence and Body Type on the Food Choices of Others
BRENT MCFERRAN DARREN W. DAHL GAVAN J. FITZSIMONS ANDREA C. MORALES
This research examines how the body type of consumers affects the food con- sumption 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.
O
besity and unhealthy food consumption are major pub- lic health issues, especially in industrialized countries.
In searching to identify a cause for the epidemic, while some
Brent McFerran (brent.mcferran@ubc.ca) is assistant professor of marketing, Faculty of Management, University of British Columbia, 3333 University Way, Kelowna, BC, Canada V1V 1V7. Darren W. Dahl (darren.dahl@sauder.ubc.ca) is Fred H. Siller Professor in Applied Mar- keting Research, Sauder School of Business, University of British Colum- bia, 2053 Main Mall, Vancouver, BC, Canada V6T 1Z2. Gavan J. Fitz- simons (gavan@) is F. M. Kirby Research Fellow and professor of marketing and psychology at Fuqua School of Business, Duke Univer- sity, 1 Towerview Drive, Durham, NC, USA 27708. Andrea C. Morales (acmorales@) is associate professor of marketing at W. P. Carey School of Business, Arizona State University, P.O. Box 874106, Tempe, AZ, USA 85287. This article is based on the first author’s doctoral dis- sertation, supervised by the second author, with the third and fourth authors serving on the committee. Financial support from the Social Sciences and Humanities Research Council of Canada awarded to Darren Dahl is
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