The “Shaken Self”: Product Choices as a Means of Restoring Self‐View Confidence

The present research shows that when a confidently held self‐view (e.g., “I am an exciting person”) is temporarily cast in doubt, individuals are motivated to choose products that bolster their original self‐view (e.g., choosing brands with exciting brand personalities). The findings across three st...

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Bibliographic Details
Published in:The Journal of consumer research 2009-06, Vol.36 (1), p.29-38
Main Authors: Gao, Leilei, Wheeler, S. Christian, Shiv, Baba
Format: Article
Language:English
Subjects:
Candies
Conceptualization
Confidence
Essays
Fountain pens
Handedness
Handwriting
Logistic regression
Product choice
Regression analysis
Self
Self image
Studies
Viability
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Summary:The present research shows that when a confidently held self‐view (e.g., “I am an exciting person”) is temporarily cast in doubt, individuals are motivated to choose products that bolster their original self‐view (e.g., choosing brands with exciting brand personalities). The findings across three studies suggest that subtle manipulations can temporarily “shake” one’s self‐view confidence, resulting in an increased propensity of choosing self‐view‐bolstering products in a subsequent choice task. The consequences of the “shaken self” for product choices are examined in different self‐domains. The findings also suggest that the effects of the shaken self are attenuated when individuals have the opportunity to restore their self‐view confidence prior to the final choice task.
ISSN:0093-5301
1537-5277
DOI:10.1086/596028