This article investigates the effect of mimicry on consumer product consumption and appraisal. We propose and test two paths via which mimicry may influence product preferences. In the mimicking consumer path, we suggest that individuals automatically mimic the consumption behaviors of other...

We examine how making mortality salient affects consumer choices. We develop a new theoretical framework predicting when consumer behaviors will be more (less) indulgent when mortality is salient, arguing that individuals focus more of their limited self-regulatory resources on domains that are...