The Mysteries of Mimicry and Consumer Behavior Uncovered
Consumers often feel like they are in control of the purchasing process. But in fact there are many ways in which consumer behavior is influenced without the consumer's knowledge and outside their control. Mimicry-that human tendency to mirror the behavior of others around us-has some significant effects on consumer choice and preference. How this happens is the subject of a new study by Rosellina Ferraro, assistant professor of marketing at Smith.