The Brand Company You Keep: When People Judge You By the Brands You Use

Ji K. Park, University of Delaware, USA
Deborah R. John, University of Minnesota, USA
Do consumers form judgments of other people based on the brands they use? Our answer is yes, but only for some consumers. We find that entity (not incremental) theorists draw inferences about a person’s personality from his or her brand usage.
[ to cite ]:
Ji K. Park and Deborah R. John (2015) ,"The Brand Company You Keep: When People Judge You By the Brands You Use", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 181-185.