Do we always follow others? The impact of psychological distance on consumers’ observational learning modes
ISSN: 0309-0566
Article publication date: 24 March 2021
Issue publication date: 6 October 2021
Abstract
Purpose
To investigate the psychological mechanism of observational learning in the online retailing context, the purpose of this paper is to show how the psychological distance between consumers and products affects modes of observational learning.
Design/methodology/approach
Five experimental studies are conducted to test the hypotheses.
Findings
The findings show that which modes of observational learning are adopted by consumers is affected by consumers’ psychological distance. Specifically, when the psychological distance between consumers and products is proximal, consumers tend to adopt the termed adequate observational learning mode by considering the interaction of information about popularity and the breadth of appeal of a product to make purchase. However, when the psychological distance is distal, consumers would consider information of popularity and breadth of appeal separately without considering the interaction, termed as inadequate observational learning mode. The observed relationship between psychological distance and observational learning mode could be explained by the construal level.
Research limitations/implications
This research advances the observational learning and psychological distance literature by investigating the psychological mechanism behind observational learning modes. Limitations include the use of scenario-based experiments to test the hypotheses, investigation of a single product attribute (i.e. breadth of appeal) and assessment of popularity information by sales volume alone.
Practical implications
The current research provides a deeper understanding of consumer observational learning modes, which can help online retailers to develop effective product strategies and marketing tactics and, finally, achieve stronger competitive positions.
Originality/value
The present research contributes to the literature by examining the psychological mechanism involved in observational learning. This research distinguishes adequate and inadequate observational learning modes from the perspective of psychological distance.
Keywords
Acknowledgements
The authors sincerely thank seminar participants at Center for Data-Driven Managerial Decision Making. The corresponding author of this publication is Zhe Zhang. This work was supported by the National Natural Science Foundation of China (Grant numbers 71672038 and 71972043) and The Youth Project of Humanities and Social Science Fund of Ministry of Education of China (Grant number 20YJC630027).
Citation
Gu, C., Zhang, Z. and Hou, Y. (2021), "Do we always follow others? The impact of psychological distance on consumers’ observational learning modes", European Journal of Marketing, Vol. 55 No. 10, pp. 2569-2592. https://doi.org/10.1108/EJM-06-2019-0527
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited