The Rise of the Deinfluencers: Perceived Similarity and Anticipated Emotions in Advocating Mindful Consumption on Social Media
Summary
This paper by Gina A. Tran et al. (Psychology & Marketing) examines how deinfluencers — social media creators who discourage overconsumption and promote simpler, sustainable choices — shape consumer intentions and behaviour. Grounded in social cognitive theory, the authors propose and test a model where perceived homophily (attitudinal/value similarity) with deinfluencers activates anticipated emotions (pride and guilt), which then drive mindful consumption intentions. Across four studies (an experiment, structural equation modelling, behavioural-intention links, and an actual behaviour test), the results show that deinfluencers are seen as more similar to consumers than traditional influencers and that this similarity triggers pride/guilt pathways that translate into mindful purchasing intentions and real-world action.
Key Points
- Deinfluencers actively discourage purchases of indulgent, ineffective or overpriced products and promote simplified, sustainable lifestyles.
- Consumers report greater attitudinal and value homophily with deinfluencers compared to traditional influencers (Study 1).
- Perceived homophily increases anticipated pride and guilt, and these emotions mediate the effect on mindful consumption intentions (Study 2).
- Mindful consumption intentions predict willingness to pay a premium for sustainably produced offerings and intentions to engage with deinfluencer content (Study 3).
- Study 4 shows the model’s pathways translate to actual mindful consumption behaviour, addressing the intention-behaviour gap.
Context and Relevance
Deinfluencing sits at the intersection of influencer marketing, anti-consumption activism and sustainability communications. As consumers grow more concerned about waste and the downsides of relentless consumption, this research provides empirical evidence that ‘buy less’ messaging from relatable creators can shift intentions and behaviour. The findings matter to marketers rethinking influencer strategies, sustainability teams designing behaviour-change campaigns, and policymakers interested in grassroots channels for promoting sustainable consumption.
Author note
Punchy take: this isn’t just another social-media fad. The paper shows a clear psychological mechanism — similarity sparks pride and guilt, and those feelings push people to act. If you’re in marketing, comms or sustainability, it’s worth digging into the methods and measures: the results are actionable and surprisingly robust.
Why should I read this?
Look — if you want to understand why telling people “don’t buy this” can actually work, this is the academic short-cut. The article breaks down how relatability plus emotional nudges from deinfluencers create real, measurable shifts in mindful buying and even willingness to pay more for sustainable options. Saves you time: read this instead of wading through dozens of anecdotal blog pieces.
Source
Source: https://onlinelibrary.wiley.com/doi/10.1002/mar.70024?af=R