The Impact and Accuracy of Beliefs Relating to Impressions Caused By Products

The current work demonstrated that consumers’ desire to avoid creating a particular impression exerted an important influence on their attitudes and ultimately their willingness to pay for a product. Consumers considerably overestimated the impact of product usage on the impressions they created though. Specifically, both men and women thought the use of a feminine colored product would affect others’ impressions, which caused men, but not women, to like and value the product less. In contrast, observers' impressions of the product user were unaffected by the color of the product. Our results suggest that the discrepancy between users' beliefs about the impression created and observers' actual impressions was due to a failure by users to account for other self-related factors that dilute the impact of an individual product on the overall impression created.


Laurence Ashworth and Margaret Matear (2009) ,"The Impact and Accuracy of Beliefs Relating to Impressions Caused By Products", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 128-129.


Laurence Ashworth, Queen's School of Business, Canada
Margaret Matear, Queen's School of Business, Canada


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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