Me, Myself, and Ikea: Qualifying the Role of Implicit Egotism in Brand Judgment

Jacob H. Wiebenga, University of Groningen, The Netherlands
Bob M. Fennis, University of Groningen, The Netherlands
This research demonstrates that consumers like brand names better when they start with a personal pronoun (e.g., iTunes and MySpace), particularly when the consumer’s self needs affirmation. Moreover, we show that this attraction effect can turn into an avoidance effect when the valence of people’s self-evaluations is taken into account.
[ to cite ]:
Jacob H. Wiebenga and Bob M. Fennis (2012) ,"Me, Myself, and Ikea: Qualifying the Role of Implicit Egotism in Brand Judgment", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 733-734.