I like those glasses on you,but not in the mirror: Fluency,preference, and virtual mirrors |
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| Institution: | 1. MIT Center for Collective Intelligence, 245 First Street, 02142 Cambridge, MA, USA;2. University of Rome Tor Vergata, Department of Enterprise Engineering, Via del Politecnico, 1, 00133 Rome, Italy;3. Genpact, 1155 Avenue of the Americas, 4th Floor, New York, NY 10036, USA;4. Galaxyadvisors, Laurenzenvorstadt 69, CH-5000 Aarau, Switzerland;5. Northeastern University, 360 Huntington Avenue, 02115 Boston, MA, USA;1. University of Bayreuth, Faculty of Law, Business and Economics, Chair of Innovation and Dialogue Marketing, D-95440 Bayreuth, Germany;2. Karlsruhe Institute of Technology (KIT), Institute for Information Systems and Marketing, Chair of Information Services and Electronic Markets, Kaiserstr. 12, D-76131 Karlsruhe, Germany;3. Brandenburg University of Technology Cottbus-Senftenberg, Chair of Marketing and Innovation Management, Erich-Weinert-Str. 1, D-03046 Cottbus, Germany |
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| Abstract: | Consumers like the same accessories (eye glasses and earrings) more, and are more likely to recommend a purchase, when the accessories are displayed on a familiar other's regular image rather than mirror image. However, image format does not affect consumers' judgments when the other person is unfamiliar. These findings reflect differences in consumers' natural exposure history: we see others more often face-to-face than in the mirror, giving their regular image a fluency advantage; this advantage does not apply to unfamiliar others, whose image is disfluent in either presentation format. Theoretical and applied implications are discussed. |
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