The Facebook Mindset Effect: Incidental Exposure to Facebook Increases Consumers’ Other-Focus and Promotes Conservative Product Choices

Christian Hildebrand, University of St. Gallen, Switzerland
Tobias Schlager, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Andreas Herrmann, University of St. Gallen, Switzerland
In a large-scale field study and four experiments, we show that exposure to Facebook causes consumers to make more conservative product choices. This effect is driven by a shift in the focus of consumers’ thoughts from themselves toward others. It can be reversed through interventions that increase consumers’ self-focus.
[ to cite ]:
Christian Hildebrand, Tobias Schlager, Gerald Häubl, and Andreas Herrmann (2015) ,"The Facebook Mindset Effect: Incidental Exposure to Facebook Increases Consumers’ Other-Focus and Promotes Conservative Product Choices ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 553-554.