Rolling the Dice With Premium Products: Using a High End Product Polarizes Self-Perceptions and Performance

Adriana Samper, Arizona State University, USA
James R. Bettman, Duke University, USA
Gavan J. Fitzsimons, Duke University, USA
We examine the impact of high (vs. low) end brand use in performance situations. We find across three experiments that using a high end product in performance tasks (job interview, golfing putt) enhances self-perceptions of skill when one succeeds, yet worsens self-perceptions when one fails.
[ to cite ]:
Adriana Samper, James R. Bettman, and Gavan J. Fitzsimons (2012) ,"Rolling the Dice With Premium Products: Using a High End Product Polarizes Self-Perceptions and Performance", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 182-186.