TY - JOUR
T1 - Got to get you into my life
T2 - Do brand personalities rub off on consumers?
AU - Park, Ji Kyung
AU - John, Deborah Roedder
PY - 2010/12
Y1 - 2010/12
N2 - 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 (study 1) and more intelligent, more of a leader, and harder working after using an MIT pen (study 2); incremental theorists are unaffected. In two subsequent studies, we find that 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.
AB - 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 (study 1) and more intelligent, more of a leader, and harder working after using an MIT pen (study 2); incremental theorists are unaffected. In two subsequent studies, we find that 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.
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U2 - 10.1086/655807
DO - 10.1086/655807
M3 - Article
AN - SCOPUS:78649940929
SN - 0093-5301
VL - 37
SP - 655
EP - 669
JO - Journal of Consumer Research
JF - Journal of Consumer Research
IS - 4
ER -