Discouraging Effects of True Self on Acquisition
“Be your true self” is a trendy slogan in today’s marketing campaigns. However, this research suggests that promoting consumers’ true selves can discourage their acquisition intentions for the advertised products. Three studies demonstrate the effect using vice/virtuous and experiential/material purchases.
Citation:
Lina Xu and Yanfen You (2021) ,"Discouraging Effects of True Self on Acquisition", 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: 907-907.
Authors
Lina Xu, New Mexico State University
Yanfen You, University of Massachusetts Amherst
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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