The Unexpressed Self: the Impact of Restricting Freedom of Self-Expression on Brand Preferences

Jingjing Ma, Northwestern University, USA
Ryan Hamilton, Emory University, USA
Alexander Chernev , Northwestern University, USA
Consumers are frequently unable to express their opinions due to restrictions imposed by the government and social norms. We show that restricting consumers’ ability to express their opinions on important social and political issues leads to increased need for self-expression and conspicuous consumption, strengthening individuals’ preferences for self-expressive brands.
[ to cite ]:
Jingjing Ma, Ryan Hamilton, and Alexander Chernev (2012) ,"The Unexpressed Self: the Impact of Restricting Freedom of Self-Expression on Brand Preferences", 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: 95-100.