Rolling the Dice With Premium Products: Using a High End Product Polarizes Self-Perceptions and Performance

We examine the impact of high (vs. low) end brand use in performance situations. We find across three experiments that using a high end product in performance tasks (job interview, golfing putt) enhances self-perceptions of skill when one succeeds, yet worsens self-perceptions when one fails.



Citation:

Adriana Samper, James R. Bettman, and Gavan J. Fitzsimons (2012) ,"Rolling the Dice With Premium Products: Using a High End Product Polarizes Self-Perceptions and Performance", 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: 182-186.

Authors

Adriana Samper, Arizona State University, USA
James R. Bettman, Duke University, USA
Gavan J. Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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