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



Share Proceeding

Featured papers

See More

Featured

N3. Emotion Regulation and Memory for Negative Emotion Ads

Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel

Read More

Featured

Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature

Seth Ketron, East Carolina University
Nancy Spears, University of North Texas

Read More

Featured

Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open

Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, 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.