Effects of perspective taking and entitlement on consumers

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Date: Sept. 2014
From: Journal of Business Research(Vol. 67, Issue 9)
Publisher: Elsevier B.V.
Document Type: Article
Length: 170 words

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Abstract :

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.jbusres.2013.12.008 Byline: Carolyn A. Strong, Brett A.S. Martin Abstract: 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. Article History: Received 14 February 2013; Revised 9 December 2013; Accepted 11 December 2013

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Source Citation   

Gale Document Number: GALE|A370174688