The Signature Effect: Merely Signing One’S Name Promotes Identity-Congruent Behavior

Keri Kettle, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
We propose that signing one's name acts as a general self-identity prime and that this promotes behavior congruent with the specific aspect of one's self-identity that is afforded by the situation. We predict and demonstrate this phenomenon in five studies, across various consumption-related domains.
[ to cite ]:
Keri Kettle and Gerald Häubl (2011) ,"The Signature Effect: Merely Signing One’S Name Promotes Identity-Congruent Behavior", 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.