Overlap and Dissociation of Mental Representations of Self and Brand

Rebecca Trump, University of Arizona, USA
Merrie Brucks, University of Arizona, USA
People’s psychological selves overlap with mental representations of close others and ingroups. We extend this finding to show that the self also overlaps with loved brands. In a study following Aron and colleagues’ “including others in the self” paradigm, we use response times to find that characteristics on which the self and a loved brand match are facilitated while mismatched characteristics are inhibited, indicating self-brand overlap. Further, we find the opposite effect of disliked brands whereby matched (mismatched) characteristics are inhibited (facilitated), indicating self-brand dissociation. This finding of dissociation is unprecedented in the “including others in the self” paradigm.
[ to cite ]:
Rebecca Trump and Merrie Brucks (2010) ,"Overlap and Dissociation of Mental Representations of Self and Brand", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 473-474 .