The DOI matches its Crossref record; 6 of the 6 references it cites were found in a registry or an index.
Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers?
Abstract
When consumers use brands with appealing personalities, does the brand’s personality “rub off” on them? The answer is yes, but only for consumers who hold certain beliefs about their personality. Entity theorists perceive themselves to be better looking, more feminine, and more glamorous after using a Victoria’s Secret shopping bag (study 1) and more intelligent, more of a leader, and harder working after using an MIT pen (study 2); incremental theorists are unaffected. In two subsequent studies, we find that entity theorists use brands with appealing personalities to signal their positive qualities, thereby enhancing self-perceptions in line with the brand’s personality. These findings implicate implicit self-theories as a key factor in understanding how brand experiences affect consumers.
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Cites
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Possessions and the Extended Self
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Implicit theories, attributions, and coping: A meaning system approach.
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Molden, D. C., & Dweck, C. S. (2006) · American Psychologist · doi:10.1037/0003-066x.61.3.192 · Cited by 861
Cited by
Mind-sets matter: A meta-analytic review of implicit theories and self-regulation.
Burnette, J. L., O'Boyle, E. H., VanEpps, E. M., Pollack, J. M., & Finkel, E. J. (2013) · Psychological Bulletin · doi:10.1037/a0029531 · Cited by 1,367
Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
Batra, R., & Keller, K. L. (2016) · Journal of Marketing · doi:10.1509/jm.15.0419 · Cited by 632
Aggarwal, P., & McGill, A. L. (2012) · Journal of Consumer Research · doi:10.1086/662614 · Cited by 549
Puzakova, M., Kwak, H., & Rocereto, J. F. (2013) · Journal of Marketing · doi:10.1509/jm.11.0510 · Cited by 388
Metadata
- Authors
- Park, J. K., & John, D. R.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2010-12
- Volume
- 37
- Issue
- 4
- Pages
- 655-669
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2128620896
- Cited by
- 271
- References
- 6
- FWCI
- 36.88
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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