Experiencing the Self Through Products: How Direct Product Experiences Paired With Abstract Product Construals Increase Consumers’ Identification With and Evaluation of Products

Consumers frequently use products to manifest their selves. We hypothesize that products fulfill this self-oriented function particularly when they are experienced directly and perceived on a high construal level at the same time. Evidence from two experiments supports this theorizing.



Citation:

Silke Blumer, Philipp Scharfenberger, Gerald Häubl, and Torsten Tomczak (2016) ," Experiencing the Self Through Products: How Direct Product Experiences Paired With Abstract Product Construals Increase Consumers’ Identification With and Evaluation of Products", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 720-720.

Authors

Silke Blumer, Institute for Customer Insight, University of St. Gallen, Switzerland
Philipp Scharfenberger, Institute for Customer Insight, University of St. Gallen, Switzerland
Gerald Häubl, Institute for Customer Insight, University of St. Gallen, Switzerland
Torsten Tomczak, Institute for Customer Insight, University of St. Gallen, Switzerland



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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