Self-Image Congruence Models Conceptualized As a Product Affirmation Process

Conceptualizing the brand as an animated partner in the consumer-brand relationship, we set out to clarify the self-image congruence literature described as "mixed" at best. Assuming a brand can sculpt a consumer's self-concept as a relationship partner might do, we conducted two expe...

Full description

Saved in:
Bibliographic Details
Main Authors: Coolsen, Michael, Kumashiro, Madoka
Format: Conference Proceeding
Language:English
Subjects:
Brand equity
Emotions
Personality traits
Self esteem
Self image
Studies
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Conceptualizing the brand as an animated partner in the consumer-brand relationship, we set out to clarify the self-image congruence literature described as "mixed" at best. Assuming a brand can sculpt a consumer's self-concept as a relationship partner might do, we conducted two experiments and one survey to support our claim that "product affirmation" (when a product affirms one's ideal self) exerts more powerful effects on a consumer's emotions, personality, and product evaluations compared to a product which only verifies/enhances one's self-concept. Furthermore, product affirmation appears to operate above and beyond the product's hedonic or functional value.
ISSN:0098-9258