Is What You Feel What They See?

Ted Matherly, University of Maryland, USA
Anastasiya Pocheptsova, University of Maryland, USA
People frequently use products to express their identity and infer the identities of others. In this paper, building on the body of research on subjective experiences, we propose that people will use feelings of ease or difficulty of information processing when evaluating products that signal in-group and out-group identities.
[ to cite ]:
Ted Matherly and Anastasiya Pocheptsova (2011) ,"Is What You Feel What They See?", 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.