Behavioural effects of nonconscious mimicry and social intentions

Wong, Sabrina Pei-Han, Hartley, Nicole and Tombs, Alastair (2017) Behavioural effects of nonconscious mimicry and social intentions. Australasian Marketing Journal, 25 1: 26-37. doi:10.1016/j.ausmj.2017.01.001

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Author Wong, Sabrina Pei-Han
Hartley, Nicole
Tombs, Alastair
Title Behavioural effects of nonconscious mimicry and social intentions
Journal name Australasian Marketing Journal
ISSN 1441-3582
1839-3349
Publication date 2017-01-30
Year available 2017
Sub-type Article (original research)
DOI 10.1016/j.ausmj.2017.01.001
Open Access Status File (Author Post-print)
Volume 25
Issue 1
Start page 26
End page 37
Total pages 12
Place of publication Oxford, United Kingdom
Publisher Elsevier
Language eng
Abstract Nonconscious mimicry is a salient behaviour in many social interactions, such as the imitation of accent over the phone or the tendency to return a smile from another smiling person. However, existing research has yet to consider the importance of individuals' social intentions when entering into a social interaction in a customer service setting. This paper extends current managerial leadership theory into the novel setting of nonconscious mimicry to explain the critical role of social intentions in relationship building in customer service encounters. This research consists of a 3 × 2 between-subjects factorial design to evaluate the hypothesised relationships between nonconscious mimicry, social intentions, and product choice behaviour. The findings indicate that social intentions play a critical role influencing the relationship between nonconscious mimicry and product consumption, purchase intentions, and product liking in service encounters. Further, it is suggested that individuals identified as task-oriented should not be behaviourally imitated, as this will not positively increase product liking, purchase intentions, or product consumption. Instead, consumers should be primed to be relationship-oriented prior to nonconscious mimicry.
Keyword Nonconscious mimicry
Consumer behaviour
Product choice behaviour
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
UQ Business School Publications
 
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Created: Tue, 31 Jan 2017, 11:49:21 EST by Karen Morgan on behalf of UQ Business School