We Are What We Drive: a Srm Analysis of Human-Brand Personality Associations

Maxim Polonsky, University of Connecticut, USA
Robin Coulter, University of Connecticut, USA
We draw upon self-congruity, symbolic interactionism, and interpersonal perception theories to model brand/human personality interdependence. We identified ten automobile brands for which consumers have some shared agreement about brand personality, and conducted a round-robin experiment with twenty three/four person limited acquaintance groups. Group members rated themselves and each other on seven personality characteristics, and answered: “How likely do you see yourself driving [brand]?” “How likely do you see [group member] driving [brand]?” and “How likely do you think that [group member] sees you driving [brand]” Using the Social Relations Model, we assess the extent to which consumers perceive brands and consumers as sharing personality characteristics.
[ to cite ]:
Maxim Polonsky and Robin Coulter (2010) ,"We Are What We Drive: a Srm Analysis of Human-Brand Personality Associations", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 475-476 .