Are They Who They Claim? Intentionality and Authenticity in Identity Signaling With Brands

Rosellina Ferraro, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Ted Matherly , University of Maryland, USA
We examine how observers react to consumers who use brands in a conspicuous manner. Three studies demonstrate that conspicuous brand usage triggers thoughts that the consumer is using the brand for extrinsic reasons, which leads to negative inferences about the user’s authenticity. This further results in less favorable attitudes toward the user and may lead to brand dilution.
[ to cite ]:
Rosellina Ferraro, Amna Kirmani, and Ted Matherly (2011) ,"Are They Who They Claim? Intentionality and Authenticity in Identity Signaling With Brands", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 80.