Journal of Consumer Research Recently Published Online
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Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers? Ji Kyung Park Deborah Roedder John
When consumers use brands with appealing personalities, does the brand's personality "rub off" on them? The answer is yes, but only for consumers who hold certain beliefs about their personality. Entity theorists perceive themselves to be better looking, more feminine, and more glamorous after using a Victoria's Secret shopping bag and more intelligent, more of a leader, and harder working after using an MIT pen; incremental theorists are unaffected. In two subsequent studies, entity theorists use brands with appealing personalities to signal their positive qualities, thereby enhancing self-perceptions in line with the brand's personality. These findings implicate implicit self-theories as a key factor in understanding how brand experiences affect consumers.
DOI: 10.1086/655807 Online Publication Date: July 6, 2010.
References
Selected Media Mentions
BusinessWeek Brand 'Personality' May Affect How Consumers See Themselves
U.S. News & World Report Brand 'Personality' May Affect How Consumers See Themselves
MSN Health & Fitness Brand 'Personality' May Affect How Consumers See Themselves
Canada.com Brand identity: It's all in your head
London Free Press Secret to boosting self-esteem: all in the bag
Health.com Brand 'Personality' May Affect How Consumers See Themselves
R&D Magazine Can a Victoria's Secret shopping bag make you feel glamorous?
EurekAlert! Can a Victoria's Secret shopping bag make you feel glamorous?
Science Daily Can a Victoria's Secret shopping bag make you feel glamorous?
Science Blog Can a Victoria's Secret shopping bag make you feel glamorous?
Eureka! Science News Can a Victoria's Secret shopping bag make you feel glamorous?
PhysOrg.com Can a Victoria's Secret shopping bag make you feel glamorous?
Thaindian News Victoria's Secret shopping bag 'can make you feel gorgeous
RedOrbit Can A Shopping Bag Make You Feel Glamorous?
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Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives Michel Tuan Pham Hannah H. Chang
This research investigates the effects of regulatory focus on alternative search and consideration set formation in consumer decision making. Results from three experiments yield two primary findings. First, promotion-focused consumers tend to search for alternatives at a more global level, whereas prevention-focused consumers tend to search for alternatives at a more local level. Second, promotion-focused consumers tend to have larger consideration sets than do prevention-focused consumers. Building on these two findings, it is additionally shown that whereas promotion-focused consumers attach relatively greater value to options chosen from hierarchically structured sets, prevention-focused consumers attach relatively greater value to options chosen from non-hierarchically structured item lists. Finally, whereas promotion-focused consumers attach significantly greater value to options chosen from a larger set than to options chosen from a smaller set, prevention-focused consumers do not attach significantly less value to options chosen from a larger set than to options chosen from a smaller set.
DOI: 10.1086/655668 Online Publication Date: July 7, 2010.
References
Selected Media Mentions
EurekAlert! Are you promotion- or prevention-focused and what does this mean when considering choices?
Science Daily Are you promotion- or prevention-focused and what does this mean when considering choices?
Science Blog Are you promotion- or prevention-focused and what does this mean when considering choices?
Eureka! Science News Are you promotion- or prevention-focused and what does this mean when considering choices?
PhysOrg.com Are you promotion- or prevention-focused and what does this mean when considering choices?
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How Mainstream Consumers Think about Consumer Rights and Responsibilities Paul C. Henry
How is mainstream consumer thinking is structured in order to form opinions about consumer rights, government regulation, and individual responsibility in the credit card setting? A broader political ideology--one that intertwines consumption practices with a causal narrative of business, society, and state--infuses consumer opinions. Four sociohistorically shaped political myths compete in this ideological space: individual autonomy, social equality, consumer sovereignty, and corporate dominance. Consumers negotiate tensions between each of these four myths (for example, individual autonomy versus social equality, and consumer sovereignty versus corporate dominance). This ideology triggers moral judgments among consumers about self and others that inform their perceptions of deservedness and apportions degrees of responsibility and blame across consumer, business, and government participants.
DOI: 10.1086/653657 Online Publication Date: May 10, 2010
References
Selected Media Mentions
EurekAlert! Consumers and their rights: A new study from Australia
Eureka! Science News Consumers and their rights: A new study from Australia
PhysOrg.com Consumers and their rights: A new study from Australia
RedOrbit Consumers and their rights: A new study from Australia
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Fragile Enhancement of Attitudes and Intentions Following Difficult Decisions Ab Litt Zakary L. Tormala
Increased liking of one's choice following difficult decisions (such as choosing between similarly attractive options) is well documented. Given the common mechanism proposed for this effect--a highly involving dissonance reduction process--it would be reasonable to expect such choice enhancement to be quite durable and resistant to later change. Instead, the authors show the contrary: that difficulty-driven choice enhancement is exceptionally fragile, collapsing easily against even minor attack. In three experiments, consumers make easy or difficult product choices, report attitudes toward their choice, and subsequently encounter a negative customer review. Compared to easy decisions, difficult decisions lead to more extreme initial positivity toward chosen products but also to more vulnerability to subsequent attack. Moreover, this fragile enhancement effect is exacerbated, not ameliorated, by choice involvement. Thus, making difficult decisions between similarly attractive options may motivate a bubble-like inflation of positivity that has some semblance of strength yet remains highly prone to collapse.
DOI: 10.1086/653494 Online Publication Date: April 22, 2010
References
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