Look For the Signature: Personal Signatures on Marketing Stimuli Affect Consumption By Making Identities Salient

We examine how adding a personal signature to marketing stimuli affects consumption behavior. We present five studies, including two field experiments, and show that another person’s signature can serve as an identity prime, and thus make salient identities within the consumer’s self-concept that are relevant to the signer’s identity.



Citation:

Keri L. Kettle and Antonia Mantonakis (2020) ,"Look For the Signature: Personal Signatures on Marketing Stimuli Affect Consumption By Making Identities Salient", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 963-967.

Authors

Keri L. Kettle, University of Manitoba, Canada
Antonia Mantonakis, Brock University, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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