“Effects of Self-Affirmation and Individualistic-Collectivistic Appeals on Open-Mindedness and Advertising Effectiveness”

Consumers often resist information that conflicts with their preexisting attitudes or beliefs. Resistance to advertising is common, even when advertisers attempt to communicate important and novel messages. This research focuses on a new advertising technique called self-affirmation, which attempts to enhance consumers' self-perceptions to reduce resistance to persuasion. Two experiments explored the impact of self-affirmation on consumers’ open-mindedness to advertising and overall advertising effectiveness. This research offers the first demonstration of embedded self-affirmation working within an advertising message. Results support the usefulness of self-affirmation as a technique to reach consumers who are ordinarily highly resistant to advertising’s persuasive appeals.


Mary Lou Kohne (2007) ,"“Effects of Self-Affirmation and Individualistic-Collectivistic Appeals on Open-Mindedness and Advertising Effectiveness”", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 457-460.


Mary Lou Kohne, University of Cincinnati, Cincinnati, OH USA


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More


The Psychology of Fun: Inquiry into Consumers' Fun Experiences

Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA

Read More


Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA

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.