The Morphing Self: Changing Self-Concept As a Response to Threats
This research examines how consumers use possessions to “morph” their self from one identity to a new, redefined identity when faced with a threat. Using multiple threat manipulations to achieve a threat to the self, results demonstrated that when the threat is salient, consumers distance themselves from possessions that were once a central part of their self-concept and incorporate possessions that were originally extraneous to the self into the self to create a new identity. Further, results demonstrate that self-esteem and materialism moderate the effects. Low self-esteem individuals and participants high in materialism were most likely to “morph” their self.
Christian Schmid and Jennifer Argo (2008) ,"The Morphing Self: Changing Self-Concept As a Response to Threats", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 975-976.
Christian Schmid, University of Alberta, Canada
Jennifer Argo, University of Alberta, Canada
NA - Advances in Consumer Research Volume 35 | 2008
The Messy Satiation Effect: The Benefits of Eating Like a Pig
Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA
Linguistic Antecedents of Anthropomorphism
N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France
L. J. Shrum, HEC Paris, France
Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships
Ankita Kumar, University of Wisconsin - Madison, USA