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

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

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

Using both a lab experiment and actual transaction data, we investigated whether and how incidental similarities (e.g., shared letters between buyer and seller's name) might influence buyer behavior. Particularly, while prior work suggests that consumers generally prefer incidental similarity,we use the context of Internet auctions to show that this preference reverses when prices are high. Under these conditions, buyers avoid incidentally similar sellers.We speculate that this effect is tied to individuals' motive to self-protect. Implications for theory and practice are discussed.

Original languageEnglish (US)
Pages (from-to)643-649
Number of pages7
JournalJournal of Applied Social Psychology
Volume44
Issue number10
DOIs
StatePublished - 2014
Externally publishedYes

ASJC Scopus subject areas

  • Social Psychology

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