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The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity

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  • Keri L. Kettle
  • Gerald Häubl

Abstract

Evidence from four studies shows that signing one's name influences consumption-related behavior in a predictable manner. Signing acts as a general self-identity prime that facilitates the activation of the particular aspect of a consumer's self-identity that is afforded by the situation, resulting in behavior congruent with that aspect. Our findings demonstrate that signing causes consumers to become more (less) engaged when shopping in a product domain they (do not) closely identify with (studies 1 and 2), to identify more (less) closely with in(out)-groups (study 3), and to conform more with (diverge more from) in(out)-groups when making consumption choices in preference domains that are relevant to signaling one's identity (study 4). We discuss the theoretical and practical implications of these findings.

Suggested Citation

  • Keri L. Kettle & Gerald Häubl, 2011. "The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(3), pages 474-489.
    • Handle: RePEc:oup:jconrs:doi:10.1086/659753
    DOI: 10.1086/659753
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    Cited by:

    1. Domingo Gil-Giménez & Gladys Rolo-González & Ernesto Suárez & Gabriel Muinos, 2021. "The Influence of Environmental Self-Identity on the Relationship between Consumer Identities and Frugal Behavior," Sustainability, MDPI, vol. 13(17), pages 1-15, August.
    2. Bhanot, Syon P., 2017. "Cheap promises: Evidence from loan repayment pledges in an online experiment," Journal of Economic Behavior & Organization, Elsevier, vol. 140(C), pages 246-266.
    3. van Osselaer, Stijn M.J. & Fuchs, Christoph & Schreier, Martin & Puntoni, Stefano, 2020. "The Power of Personal," Journal of Retailing, Elsevier, vol. 96(1), pages 88-100.
    4. Liu, Stephanie Q. & Choi, Sungwoo & Mattila, Anna S., 2019. "Love is in the menu: Leveraging healthy restaurant brands with handwritten typeface," Journal of Business Research, Elsevier, vol. 98(C), pages 289-298.
    5. Patrick, Vanessa M. & Hagtvedt, Henrik, 2012. "How to say “no”: Conviction and identity attributions in persuasive refusal," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 390-394.
    6. Remi Trudel & Jennifer J. Argo & Matthew D. Meng, 2016. "The Recycled Self: Consumers’ Disposal Decisions of Identity-Linked Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 246-264.
    7. Charles Ham & Mark Lang & Nicholas Seybert & Sean Wang, 2017. "CFO Narcissism and Financial Reporting Quality," Journal of Accounting Research, Wiley Blackwell, vol. 55(5), pages 1089-1135, December.
    8. Duong, Kiet Tuan & Banti, Chiara & Instefjord, Norvald, 2021. "Managerial conservatism and corporate policies," Journal of Corporate Finance, Elsevier, vol. 68(C).
    9. Tassiello, Vito & Viglia, Giampaolo & Mattila, Anna S., 2018. "How handwriting reduces negative online ratings," Annals of Tourism Research, Elsevier, vol. 73(C), pages 171-179.
    10. Chang, En-Chung & Xie, Chunya & Fan, Xiaomeng, 2022. "Defending the rules: How exposure to immoral behavior influences the boundary preference," Journal of Business Research, Elsevier, vol. 139(C), pages 654-663.
    11. Bei Wang & Alina M. Udall, 2023. "Sustainable Consumer Behaviors: The Effects of Identity, Environment Value and Marketing Promotion," Sustainability, MDPI, vol. 15(2), pages 1-14, January.
    12. Yu, Xi & Huang, Huiling & Liu, Stephanie Q. & Lu, Zhi, 2020. "Signaling authenticity of ethnic cuisines via handwriting," Annals of Tourism Research, Elsevier, vol. 85(C).

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