When it comes to fashion, the classic expression should be flipped: like daughter, like mother. New research from Fox School of Business assistant professor Ayalla Ruvio says mothers are much more likely to copy their daughters' sense of style than vice versa. Ruvio calls the phenomenon the consumer doppelganger effect. "We have this tendency to mimic other people," she said. "It's a tool. It's a shortcut to achieve an identity that we wouldn't know how to construct otherwise."