Products As Self-Evaluation Standards

Liad Weiss, University of Wisconsin - Madison, USA
Gita Johar, Columbia University, USA
We propose that people judge their traits relative to standards set by products, in assimilation or contrast to product traits, as determined by product ownership. For instance, subjects felt shorter when assigned to own short (versus tall) looking mug, but felt taller when assigned not to own the same mug.
[ to cite ]:
Liad Weiss and Gita Johar (2015) ,"Products As Self-Evaluation Standards", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 40-44.