The defensive reactions: How dissociative out-groups’ imitation of goal setting affects imitated consumers?

Previous studies have discussed various kinds of behavioral imitation and the consequences thereof. The present research focuses on imitation of goal setting (hereafter referred to as “goal imitation”) and the effect this has on mimicked consumers’ goal-directed consumption. More importantly, the study distinguishes between the effects of mimickers who belong to different groups. Whereas most studies suggest that being associated with a dissociative out-group leads to negative responses from consumers, the present work explores the motivating effect of dissociative out-groups on participants’ goal pursuit. Five core studies have found that goal imitation by dissociative out-groups contributes to goal-directed consumption, which is driven by feeling challenged and goal persistence. The present study identifies goal type as the boundary condition of this mediation process. For consumers with attainment goals, goal imitation by dissociative out-groups (vs. the membership group) will lead to more (less) goal-directed consumption. For consumers with maintenance goals, however, this effect will disappear. The present study discusses theoretical and practical implications based on these findings.