How Autobiographical Memory Perspective Influences Self-Congruence and Brand Preference

Three experiments demonstrate that visualizing autobiographical memories from a first-person verus third-person perspective impacts consumer’s self-brand congruence differently under different contexts. Autobiographical memory perspective influences consumer’s perception of self-change, which impacts self-brand congruence. Further, we demonstrate a moderating influence of self-esteem on the relationship between autobiographical memory perspective and self-congruence.



Citation:

Sudipta Mandal (2020) ,"How Autobiographical Memory Perspective Influences Self-Congruence and Brand Preference", 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: 527-528.

Authors

Sudipta Mandal, Indian Institute of Management Indore



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success

Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA

Read More

Featured

The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors

Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada

Read More

Featured

Running Through Time: How Life Rhythms Foster Identity Permanence

Benjamin Rosenthal, Fundação Getúlio Vargas
Eliane Zamith Brito, Fundação Getúlio Vargas

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.