Revisiting the Malleable Self: Brand Effects on Consumer Self-Perceptions of Personality Traits

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Fennis, Bob M. and Pruyn, Ad Th.H. and Maasland, Mascha (2005) Revisiting the Malleable Self: Brand Effects on Consumer Self-Perceptions of Personality Traits. Advances in Consumer Research, 32 (1). pp. 371-377. ISSN 0098-9258

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Abstract:Four experiments examined the relationships between dimensions of brand personality and consumer self-perceptions of personality traits. We hypothesized and found that when consumers are exposed to brands, brand personality dimensions may affect individual assessments of personality traits. Study 1 found evidence that brand sincerity had an effect on ratings of consumer agreeableness. Study 2 showed that brand excitement affected self-perceptions of hedonism, moderated by brand exposure intensity. In Study 3, brand competence had an impact on self-perceptions of sophistication. Finally, in Study 4 results showed that brand ruggedness had an effect on extroversion, again moderated by brand exposure intensity.
Item Type:Article
Copyright:© 2005 Association for Consumer Research
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Behavioural Sciences (BS)
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Link to this item:http://purl.utwente.nl/publications/58552
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