Imitation and Consumption Behavior

Social psychological research provides many examples for the influence of observed behavior on executed behavior. In an early demonstration, Hull (1933) found that individuals who see someone fall forward are likely to show a similar tendency. Also, recent studies have shown that individuals often mimic consumption behavior of others. A particular characteristic of these studies is that the influencing behavior is always the same as the influenced consumption behavior, for instance, the choice of a snack. In the present project, we investigate whether also the observation of a movement that is not executed in the context of consumption (e.g., an arm flexion during a sports exercise) can affect consumption behaviors that rely on the same movement (e.g., putting a drink to ones mouth while watching the sports exercise).

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