Effects of perspective taking and entitlement on consumers

Carolyn A. Strong and Brett A.S. Martin

Journal of Business Research, 2014, vol. 67, issue 9, 1817-1823

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.

Keywords: Perspective; Adolescents; Prosocial behavior; Consumer behavior (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:9:p:1817-1823

DOI: 10.1016/j.jbusres.2013.12.008

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