222. Social Comparisons & Consumer Product Preferences.
July 7, 2022
Listen to full episode :
People compare themselves with other people. It’s human nature.
Today we’re speaking with Professor Jing Xu about how these comparisons with others impact people’s subsequent purchasing decisions.
Our conversation explores the different feelings elicited by upward and downward comparisons, the mechanisms that drive these feelings, the subsequent impact of these comparisons and the factors that modify these outcomes.
Topics include:
The difference between competence and warmth-oriented products.
The two fundamental needs that are activated when people compare themselves to others.
How a brand might operationalize this insight into human behavior.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Jing Xu is Professor of Marketing and Head of the Marketing Department at Guanghua School of Management, Peking University. She is also Vice Director of Behavioral Science Lab at Guanghua School of Management. Professor Xu earned her Ph.D. in Marketing from Stephen M. Ross School of Business, University of Michigan in 2007.
Professor Xu’s research involves using psychological theories to understand how consumers form judgments and make product choices. Professor Xu’s recent interests center on how to motivate prosocial behavior and sustainable consumption behavior. Her research has appeared in world-class journals such as Journal of Consumer Research, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Consumer Psychology, Sloan Management Review, Acta Psychologica Sinica, etc
Follow & Learn More
International Journal of Research in Marketing
Jing Xu