Matching a Brand’S Appearance With Its Description Can Restore Personal Control

Consumers often feel the need to restore control through purchases. Across three studies, we show that consumers can restore their lost control by selecting a brand that looks more (less) like a human vs. object if we describe the brand in the first (third) person activating a human (object) schema.


M. Deniz Dalman and Subimal Chatterjee (2021) ,"Matching a Brand’S Appearance With Its Description Can Restore Personal Control", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 904-904.


M. Deniz Dalman, Graduate School of Management, Saint Petersburg State University
Subimal Chatterjee, Binghamton University


NA - Advances in Consumer Research Volume 49 | 2021

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