Consumer's doppelganger: A role model perspective on intentional consumer mimicry

This paper focuses on the consumer's doppelganger effect, the inclination of consumers to intentionally mimic other individuals' consumption behaviors. Taking a role model perspective, we look at the inclination of Israeli teenage girls to resonate with role models with whom they have unidirectional (study 1; N = 152) and bidirectional (study 2; N = 343) relationships. The findings demonstrate that consumers' doppelgangers have a strong...