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

Ayalla Ruvio, Yossi Gavish, Aviv Shoham

Research output: Contribution to journalArticlepeer-review


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 inclination to intentionally emulate other individuals' consumption behavior when they perceive them as consumer role models, an assessment that is rooted in their view of these individuals as relevant. The contributions of this research relate to the study of mimicry, role modeling, and family consumption.

Original languageEnglish
Pages (from-to)60-69
Number of pages10
JournalJournal of Consumer Behaviour
Issue number1
StatePublished - Jan 2013

ASJC Scopus subject areas

  • Social Psychology
  • Applied Psychology


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