Icing on the Cake Or Not: the Impact of Positive In-Group Members’ Advice on Individuals' Preference on Choice

Yinghao Wu, Renmin University of China, China
Jing Jiang, ,Corresponding Author, Renmin University of China, China
Based on the optimal distinctiveness theory, this study proposes that anticipated in-group similarity becoming excessive due to too much positive advice will make individuals feel emotional ambivalent, which will evoke subsequent negative behavioral responses-preference decrease or shift. The situation will be even more intense when individuals are independent self-construal.
[ to cite ]:
Yinghao Wu and Jing Jiang (2016) ,"Icing on the Cake Or Not: the Impact of Positive In-Group Members’ Advice on Individuals' Preference on Choice", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 765-765.