We Are What We Drive: a Srm Analysis of Human-Brand Personality Associations

We draw upon self-congruity, symbolic interactionism, and interpersonal perception theories to model brand/human personality interdependence. We identified ten automobile brands for which consumers have some shared agreement about brand personality, and conducted a round-robin experiment with twenty three/four person limited acquaintance groups. Group members rated themselves and each other on seven personality characteristics, and answered: “How likely do you see yourself driving [brand]?” “How likely do you see [group member] driving [brand]?” and “How likely do you think that [group member] sees you driving [brand]” Using the Social Relations Model, we assess the extent to which consumers perceive brands and consumers as sharing personality characteristics.


Maxim Polonsky and Robin Coulter (2010) ,"We Are What We Drive: a Srm Analysis of Human-Brand Personality Associations", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 475-476 .


Maxim Polonsky, University of Connecticut, USA
Robin Coulter, University of Connecticut, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


Testing Theories of Goal Progress within Online Learning

Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA

Read More


Human or Robot? The Uncanny Valley in Consumer Robots

Noah Castelo, Columbia University, USA
Bernd Schmitt, Columbia University, USA
Miklos Sarvary, Columbia University, USA

Read More


“My Brand” Behaved Badly: Psychological Ownership and Consumer Responsibility for Helping Brands Recover from Transgressions

Jennifer Wiggins, Kent State University, USA
Pamela Grimm, Kent State University, USA
Christina Kuchmaner, Kent State 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.