Effects of perspective taking and entitlement on consumers

Strong, Carolyn A. & Martin, Brett A.S. (2014) Effects of perspective taking and entitlement on consumers. Journal of Business Research, 67(9), pp. 1817-1823.

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Perspective taking involves mentally putting yourself in another's shoes and has been shown to offer interpersonal benefits, however, despite its use in campaigns targeting adolescents, it has been relatively neglected in marketing. This paper examines the moderating effect of entitlement in young adolescent consumers, focusing on perspective taking encouraging a prosocial behavior. This research extends existing marketing literature which to date has examined perspective taking in relation to adult behavior (Davis et al., 2004; Galinsky et al., 2008; Dietvorst et al., 2009), contributing to the study and understanding of adolescent consumers' consumer behavior.

Three experiments were conducted which demonstrate that perspective taking benefits occur for nonentitled adolescents but not for entitled adolescents. Effects for perspective taking and entitlement are driven by evaluative concern for nonentitled adolescents and a perceived lack of relational closeness for entitled adolescents.

Impact and interest:

2 citations in Scopus
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1 citations in Web of Science®

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ID Code: 74490
Item Type: Journal Article
Refereed: Yes
Keywords: Perspective, Adolescents, Consumer Behavior, Prosocial Behavior
DOI: 10.1016/j.jbusres.2013.12.008
ISSN: 0148-2963
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2014 Elsevier
Deposited On: 30 Jul 2014 01:21
Last Modified: 30 Jul 2014 21:28

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