One Trait, Two Images: Impact of Impression Management Goal Conflict on Brand Choice

This research examines the effects of making salient the conflict between individual identity-signaling desires (e.g., signal success) and important group values (e.g., materialism is undesirable) on brand choice. Three studies show that when the conflict between consumers’ desire to signal status through brand usage and the group norms disapproving such behavior are made salient, consumers are less likely to choose products that feature (vs. not) brand logos prominently. This effect is particularly strong for brand choices that are made in public (vs. private), and even extend to situations involving counterfeit products.


Sharon Ng and Loraine Lau-Gesk (2009) ,"One Trait, Two Images: Impact of Impression Management Goal Conflict on Brand Choice", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 108-111.


Sharon Ng, Nanyang Technological University, Singapore
Loraine Lau-Gesk, University of California, Irvine, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff

Read More


The Embodiment of Repair: Consumer Experiences of Material Singularity and Practice Disruption

Matthew Godfrey, University of Arizona, USA
Linda L Price, University of Oregon, USA
Robert F. Lusch, University of Arizona, USA

Read More


Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases

Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell 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.