When Empathic Managers Become Consumers: A Self-referential Bias
This research implies that cognitive empathy, the mental process of putting oneself into the shoes of consumers, activates managers' consumer identity and increases the influence of their personal consumption preferences on predicted consumer preferences. Two studies are presented in suppport of this self-referential bias.
contribution to scientific community
ARC Association for Consumer Research
Association for Consumer Research (ACR) North America Conference 2012