The Influence of Impression Management Concerns on Product Evaluation

Laurence Ashworth, Queen's University, Canada
Maggie Matear, Queen's University, Canada
This research demonstrates that impression management concerns exert a powerful influence on consumers’ willingness to pay for a product. Men and women placed bids for an MP3 player. The color of the player was manipulated so that in one instance it was black and in the other instance it was pink. Men’s bids for the pink player were less than half the amount they bid for the black player, while women’s bids were unaffected. Analyses demonstrated that for men, this difference was caused by impression management concerns that stemmed from being seen with a pink player.
[ to cite ]:
Laurence Ashworth and Maggie Matear (2007) ,"The Influence of Impression Management Concerns on Product Evaluation", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 423-425.