Finally, because incorporating the consumer’s view by
putting oneself into the shoes of consumers has surged in
popularity in management practice, more research, particularly
field research, is needed to fully elucidate the identified
self-referential tendency triggered by empathy. In general, it
is our hope that the current research provides a rationale and
stimulus for future investigations into managerial decision
making and, particularly, when and how bringing the consumer’s
perspective to the center of decision makers’ processes
can provide both positive and negative outcomes.