Me, Myself, and Ikea: Qualifying the Role of Implicit Egotism in Brand Judgment

This research demonstrates that consumers like brand names better when they start with a personal pronoun (e.g., iTunes and MySpace), particularly when the consumer’s self needs affirmation. Moreover, we show that this attraction effect can turn into an avoidance effect when the valence of people’s self-evaluations is taken into account.



Citation:

Jacob H. Wiebenga and Bob M. Fennis (2012) ,"Me, Myself, and Ikea: Qualifying the Role of Implicit Egotism in Brand Judgment", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 733-734.

Authors

Jacob H. Wiebenga, University of Groningen, The Netherlands
Bob M. Fennis, University of Groningen, The Netherlands



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience

Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada

Read More

Featured

When Prominent Logos Make You Feel Competent

Sara Caprioli, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Nailya Ordabayeva, Boston College, USA

Read More

Featured

I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.