I Show You Only Who I Am If Needed: Identity Signaling As a Result of the Interaction Between Personal Motives and Situational Factors

Hendrik Slabbinck, Ghent University, Belgium
Patrick Van Kenhove, Ghent University, Belgium
In three studies we show that the positive relationship between identity signaling and need for public recognition only exists if need for public recognition is activated by the environment. Identity signaling is the result of the interplay between brands, the explicitness of the brand logo and the environment in which brands and brand logos are presented.
[ to cite ]:
Hendrik Slabbinck and Patrick Van Kenhove (2011) ,"I Show You Only Who I Am If Needed: Identity Signaling As a Result of the Interaction Between Personal Motives and Situational Factors", 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.