Protect Or Hide Your Thoughts: the Meanings Associated With Actions Matter

Tae Woo Kim, Indiana University, USA
Adam Duhachek, Indiana University, USA
Pablo Briñol, Ohio State University, USA
Richard Petty, Ohio State University, USA
We show that materializing consumers’ thoughts and placing them in the locations that is tagged with different meanings (security vs. insecurity) can have differing effects on subsequent cognition. These effects are produced by how consumers ascribe meanings to their own behavior and embody them.
[ to cite ]:
Tae Woo Kim, Adam Duhachek, Pablo Briñol, and Richard Petty (2014) ,"Protect Or Hide Your Thoughts: the Meanings Associated With Actions Matter", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 96-100.