Virtual Self-Endorsing: How Digital Self-Representations Influence Brand Preference

Sun Joo Ahn, Stanford University, USA
Jeremy Bailenson, Stanford University, USA
Self-endorsing—using digitized self as the brands’ endorser—is a novel branding strategy. Participants wearing a brand of clothing in an immersive virtual environment preferred the brand worn by their virtual self to the brand worn by others. Interactivity is an underlying mechanism of self-endorsing with self-referencing mediating the effect.
[ to cite ]:
Sun Joo Ahn and Jeremy Bailenson (2011) ,"Virtual Self-Endorsing: How Digital Self-Representations Influence Brand Preference", 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.