Easy to Be Selfish: When and Why Is One Individual as Influential as Multiple Individuals

Zheshuai Yang and Yan Zhang

Journal of Consumer Research, 2024, vol. 51, issue 3, 595-615

Abstract: Past research on social influence finds that, all else being equal, a group of people engaged in a particular behavior is generally more influential than a single individual in inspiring others to adopt that behavior. The current research challenges this seemingly intuitive idea by showing that its validity depends on whether the focal behavior is selfish. Seven experiments show that while multiple people are indeed more influential than a single individual in encouraging unselfish behavior, a single individual can be just as influential as multiple people in encouraging selfish behavior. We present evidence that this phenomenon occurs because people generally have a preference for the selfish option and seek justification for their actions. Selfish behavior, whether exhibited by a single individual or a group of people, provides a convenient justification consistent with their preference for selfish behavior. When it comes to unselfish behavior, however, a larger group of influencers is required to counteract their self-benefiting tendencies. Supporting this mechanism, the effect is reversed when people have a pre-existing preference for unselfishness or when selfish behavior is difficult to justify.

Keywords: size of influence group; selfish/unselfish behavior; social influence; ease of justification; motivated reasoning; scope sensitivity (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:51:y:2024:i:3:p:595-615.

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