Congruency Between Self As Communicated By Product Ensembles and Self As Perceived By Peers – Do the Two Match?

Do senders’ intended self-related characteristics match with those received by audiences? Auto-photography generated data suggest that young adult consumers are able to successfully communicate some characteristics of their selves. The study further suggests, self-related characteristics that are successfully communicated tend to be socially-oriented and socially observable.



Citation:

Renu Emile and Sunanda Sangwan (2014) ,"Congruency Between Self As Communicated By Product Ensembles and Self As Perceived By Peers – Do the Two Match? ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 307-312.

Authors

Renu Emile, O.P.Jindal Global University,India
Sunanda Sangwan, Shantou University Business School,China



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

The Power of Pottymouth in Word-of-Mouth

Katherine C Lafreniere, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada

Read More

Featured

J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction

Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, 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.