Taking Cues From Others: the Effect of Distinct Self-Views on the Persuasiveness of Extrinsic Brand Popularity Information

Yun Lee, University of Iowa, USA
This research examines how the situational accessibility of distinct self-views influences the persuasiveness of extrinsic popularity information used in advertising. Two studies provide initial support for the hypothesis that the accessibility of different types of self- views affects how people interpret extrinsic brand popularity information used in advertising. Study 1 showed that the more individuals were accessible with interdependent self- views, they were more likely to favorably evaluate a brand presented with extrinsic popularity information in advertising. Study 2 showed that individuals with interdependent self-views were more likely to favorably evaluate a brand presented with extrinsic popularity information than individuals with independent self-views.
[ to cite ]:
Yun Lee (2009) ,"Taking Cues From Others: the Effect of Distinct Self-Views on the Persuasiveness of Extrinsic Brand Popularity Information ", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 981-982.