Revisiting the Malleable Self: Brand Effects on Consumer Self-Perceptions of Personality Traits

ABSTRACT - Four experiments examined the relationships between dimensions of brand personality and consumer self-perceptions of personality traits. We hypothesized and found that when consumers are exposed to brands, brand personality dimensions may affect individual assessments of personality traits. Study 1 found evidence that brand sincerity had an effect on ratings of consumer agreeableness. Study 2 showed that brand excitement affected self-perceptions of hedonism, moderated by brand exposure intensity. In Study 3, brand competence had an impact on self-perceptions of sophistication. Finally, in Study 4 results showed that brand ruggedness had an effect on extroversion, again moderated by brand exposure intensity.


Bob M. Fennis, Ad Th. H. Pruyn, and Mascha Maasland (2005) ,"Revisiting the Malleable Self: Brand Effects on Consumer Self-Perceptions of Personality Traits", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 371-377.


Bob M. Fennis, University of Twente
Ad Th. H. Pruyn, University of Twente
Mascha Maasland, Free University B Amsterdam


NA - Advances in Consumer Research Volume 32 | 2005

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