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
Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships
Ankita Kumar, University of Wisconsin - Madison, USA
To Touch or Not to Touch?: How Touch Influences Decision Confidence
Sang Kyu Park, University of Florida, USA
Yang Yang, University of Florida, USA
All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals
Hristina Nikolova, Boston College, USA