The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity
AbstractEvidence 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.
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 38 (2011)
Issue (Month): 3 ()
Pages: 474 - 489
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Web page: http://www.journals.uchicago.edu/JCR/
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- Lenoir, A-S.I. & Puntoni, S. & Reed II, A. & Verlegh, P.W.J., 2013. "The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions," Research Paper ERS-2013-010-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
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