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The "Shaken Self": Product Choices as a Means of Restoring Self-View Confidence

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  • Leilei Gao
  • S. Christian Wheeler
  • Baba Shiv
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    Abstract

    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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 36 (2009)
    Issue (Month): 1 (06)
    Pages: 29-38

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    Handle: RePEc:ucp:jconrs:v:36:y:2009:i:1:p:29-38

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Rares MOCANU, 2013. "Brand Image as a Function of Self-Image and Self-Brand Connection," Management Dynamics in the Knowledge Economy Journal, College of Management, National University of Political Studies and Public Administration, vol. 1(3), pages 387-408, December.
    2. Claus, Bart & Geyskens, Kelly & Millet, Kobe & Dewitte, Siegfried, 2012. "The referral backfire effect: The identity-threatening nature of referral failure," MPRA Paper 57061, University Library of Munich, Germany.

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