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Putting on a show or showing my true self?: when and why consumers signal accurate versus enhanced self-view information

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This research investigates the conditions under which people use consumption choices to signal accurate versus enhanced information about themselves to others. Across five studies, I demonstrate that activating a self-verification, as opposed to self-enhancement, motive leads consumers to choose products that signal accurate information about a self-view, even when this…

This research investigates the conditions under which people use consumption choices to signal accurate versus enhanced information about themselves to others. Across five studies, I demonstrate that activating a self-verification, as opposed to self-enhancement, motive leads consumers to choose products that signal accurate information about a self-view, even when this view is negative. I replicate this finding across several self-view domains, including physical attractiveness, power, and global self-esteem. However, I find that this effect is attenuated when consumers have a high fear of negative social evaluation. My findings suggest that this type of consumption, in which choice is driven by the desire to be seen accurately (vs. positively), can explain abundant real-world behavior; contradicting the notion that consumers choose products primarily for self-enhancement.
ContributorsBrannon, Daniel Carlos (Author) / Mandel, Naomi (Thesis advisor) / Samper, Adriana (Committee member) / Morales, Andrea (Committee member) / Arizona State University (Publisher)
Created2016
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Brand Perceptions Across University Athletes and Non-Athletes

Description
I use Arizona State University's rebranding initiative with Nike as a starting point for examining how partnerships between elite brands and universities affect different types of students. I draw from literature on self-completion theory and identity salience to suggest that there are differences between athletes and non-athletes in how they…

I use Arizona State University's rebranding initiative with Nike as a starting point for examining how partnerships between elite brands and universities affect different types of students. I draw from literature on self-completion theory and identity salience to suggest that there are differences between athletes and non-athletes in how they believe elite sportswear products may affect their athletic performance. I propose that athletes feel more "complete" than non-athletes because they are more proficient in their respective sport. As such, non-athletes are more likely to use sportswear products (Nike) to become more proficient in athletics and have stronger beliefs that elite sportswear products will help them arrive at their goals. I also propose and find that students who feel that ASU plays an important part of their life perceive even greater performance boosts from using Nike products. These findings suggest that particular attention should be paid to the athletes and non-athletes in initiatives that link specific institutions and organizations to performance brands.
ContributorsGoldman, Alexa (Author) / Eaton, John (Thesis director) / Samper, Adriana (Committee member) / Kohler, Michael (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor)
Created2012-12