What Will They Think of Me?: Anticipated Impressions and Product Decisions

Laurence Ashworth, Queens University, Canada
Margaret Matear, Queens University, Canada
Matthew Philp, Queens University, Canada
Consumers frequently use products to manage impressions, yet it is not clear whether these attempts work. The current work showed consumers often overestimate the impact of products on their impression and will sometimes misjudge observers' evaluations of them. These (mistaken) beliefs have a substantial impact on product attitudes and valuation.
[ to cite ]:
Laurence Ashworth, Margaret Matear, and Matthew Philp (2014) ,"What Will They Think of Me?: Anticipated Impressions and Product Decisions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 399-400.