Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers?

Ji Kyung Park and Deborah Roedder John

Journal of Consumer Research, 2010, vol. 37, issue 4, 655-669

Abstract: 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. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2010
References: Add references at CitEc
Citations: View citations in EconPapers (35)

Downloads: (external link)
http://dx.doi.org/10.1086/655807 link to full text (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:37:y:2010:i:4:p:655-669

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().