One Trait, Two Images: Impact of Impression Management Goal Conflict on Brand Choice

Sharon Ng, Nanyang Technological University, Singapore
Loraine Lau-Gesk, University of California, Irvine, USA
This research examines the effects of making salient the conflict between individual identity-signaling desires (e.g., signal success) and important group values (e.g., materialism is undesirable) on brand choice. Three studies show that when the conflict between consumers’ desire to signal status through brand usage and the group norms disapproving such behavior are made salient, consumers are less likely to choose products that feature (vs. not) brand logos prominently. This effect is particularly strong for brand choices that are made in public (vs. private), and even extend to situations involving counterfeit products.
[ to cite ]:
Sharon Ng and Loraine Lau-Gesk (2009) ,"One Trait, Two Images: Impact of Impression Management Goal Conflict on Brand Choice", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 108-111.