I Know What You’re Doing and Why You’re Doing It

Authored by: Margaret C. Campbell , Amna Kirmani

Handbook of Consumer Psychology

Print publication date:  February  2008
Online publication date:  October  2012

Print ISBN: 9780805856033
eBook ISBN: 9780203809570
Adobe ISBN: 9781136676215

10.4324/9780203809570.ch21

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Abstract

A consumer is shopping for a suit for an upcoming job interview. When he tries on one suit, a salesperson mentions how good it looks on him. What does the consumer think of the salesperson? A teenager is eagerly watching American Idol and notices a can of Coke on the judge’s table. What is the teenager’s response toward Coke? A shopper on a Web site sees that the default option on the computer system she is putting together is the most expensive option. Is she more or less likely to choose the default?

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