The use of mimicry to improve evaluation of unsought beverages

The effect of non-verbal mimicry on evaluations in interactions with cognitively (dis)similar individuals

Non-verbal mimicry (i.e., being posturally similar by copying another person's body language) has been shown to increase evaluations of the mimicker. Concurrently, extensive research in social psychology has demonstrated a negative effect on interpersonal evaluations when one perceives others as cognitively dissimilar, often resulting in interpersonal conflicts. Across two experiments (Experiment 1: N = 159, Experiment 2: N = 144), we tested our hypotheses that mimicry, compared with no mimicry, will make mimickers come across as more likable and competent regardless of whether they were perceived as cognitively dissimilar or not (Experiment 1) and regardless of the extent to which they were perceived as cognitively dissimilar (Experiment 2). Broadly, we found support for our hypotheses, and via mediation sensitivity analyses, we found that the effect of mimicry, at least for likability, was mediated by participants' perceived personal similarity to the mimicker. Non-verbal mimicry may thus be one way of alleviating interpersonal conflicts via increasing perceptions of personal similarity regardless of initial cognitive dissimilarity.

The chameleon effect in customer relationship management: Experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shop

Numerous experiments have proven that mimicry is highly beneficial (mainly to the mimicker but also to the mimickee). Some studies have shown initial data suggesting the potential of applying this knowledge to business settings. In the present paper we unpack this issue in two ways. First, by presenting potential benefits stemming from mimicry for the mimicking dyad, and second for the business environment represented by the mimicker. Two consecutive studies: a Pretest and a Main Experiment run in natural settings showed great potential in improving the assessments of quality of service provided by verbally mimicking (or not). The results of both studies showed that mimicry offers benefits for the mimicker (increased employee kindness and employee evaluation), and also spillover to the organization/company represented by the mimicking employee (increased opinion of and willingness to return to the shop/hotel). Future research directions and limitations are discussed.

An unfamiliar social presence reduces facial disgust responses to food stimuli

Consumers' emotional responses complement sensory and hedonic ratings in the prediction of food choice and consumption behaviour. The challenge with the measurement of consumption emotions is that emotions are highly context dependent. For emotion evaluations to bring greater insight to food research and development, it is essential that the influence of contextual variables on emotion are quantified. The present study contributes to the discussion with an investigation of the effect of an unfamiliar social presence on affective facial responses to visual food stimuli. Seventy participants (52 female and 18 male) viewed food images of varying acceptability either alone, or in the presence of the researcher. Subjective liking ratings were measured using a labelled affective magnitude scale, and facial muscle activity from zygomaticus major (contracted during smiling), corrugator supercilii (contracted during frowning) and levator labii superioris (contracted during nose wrinkling) were measured with an EMG recording system. Controlling for individual differences in facial expressivity and food image acceptability using linear mixed models, it was found that social context did not predict smiling or frowning muscle activity. Social context did predict the intensity of muscle activity indicative of a disgust response, with participants in the observed condition exhibiting less levator activity than participants in the alone condition. Regardless of social context, each muscle was found to have a relationship with subjective liking, with the direction of effects as expected. The results indicate that emotional stimuli and social context both influence food-evoked facial expression and provides support for the utility of facial EMG in measuring food-evoked emotion.