Focusing on others before you shop: exposure to Facebook promotes conventional product configurations

Détails

ID Serval
serval:BIB_085E476E4CC8
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Institution
Titre
Focusing on others before you shop: exposure to Facebook promotes conventional product configurations
Périodique
Journal of the Academy of Marketing Science
Auteur⸱e⸱s
Hildebrand C., Schlager T.
ISSN
0092-0703
1552-7824
Statut éditorial
Publié
Date de publication
03/2012
Peer-reviewed
Oui
Volume
47
Numéro
2
Pages
291-307
Langue
anglais
Résumé
Consumers’ use of social media websites can serve fundamentally different motives, from merely sharing entertaining content, filling up spare time, to observing what friends are doing on social media. The current work examines the downstream consequences of such social media use on consumers’ subsequent product choices. Specifically, this work explores how exposure to Facebook compared to other major social media websites such as Instagram, Twitter, or LinkedIn enhances consumers’ focus on others and the consequences of such temporary shifts in focus on consumers’ subsequent preference for specific options. A large-scale field study and a series of experiments provide evidence that exposure to Facebook prior to a product configuration task enhances consumers’ tendency to upgrade conventional as opposed to unconventional options, and we show that this effect is driven by a greater focus on others followed by a fear of negative evaluation from their peers. We show that this effect can be reversed if consumers believe that only a minority prefers a conventional target option. These findings provide novel insight into the role of pre-shopping factors in consumers’ path-to-purchase, context effects that can trigger more conventional choices, and the conceptualization of consumer journeys as a sequence of events—rather than isolated ones—which can alter consumer preference in subsequent product configuration tasks.
Mots-clé
Consumer journey, Path-to-purchase, Facebook, Social media, Field study, Product customization
Création de la notice
28/08/2018 15:57
Dernière modification de la notice
25/05/2022 6:36
Données d'usage