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.
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.
Jacob H. Wiebenga, University of Groningen, The Netherlands
Bob M. Fennis, University of Groningen, The Netherlands
NA - Advances in Consumer Research Volume 40 | 2012
Social Class and Prosocial Behaviors
Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil
Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products
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