A Unified Theory of Consumer Response to Self-Threat

Justin Angle, University of Washington, USA
Mark Forehand, University of Washington, USA
Two experiments demonstrate that changes in implicit associations mediate consumer response to self-concept threat. Approach effects are observed after a weakening of the self-identity association, while avoidance effects result from a weakening of the identity-valence association. Implicit self-esteem moderates the strength of these effects.
[ to cite ]:
Justin Angle and Mark Forehand (2011) ,"A Unified Theory of Consumer Response to Self-Threat", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.