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Seeing isn't always believing: effects of self-awareness on defensive processing in response to a personally relevant health message

Description
This research examines the effects of using similar vs. dissimilar models in health messages on message compliance. I find that level of self-awareness moderates the effect of model similarity on message compliance. Across three studies, I demonstrate that when self-awareness is high, a health message that contains a similar model…

This research examines the effects of using similar vs. dissimilar models in health messages on message compliance. I find that level of self-awareness moderates the effect of model similarity on message compliance. Across three studies, I demonstrate that when self-awareness is high, a health message that contains a similar model leads to higher compliance than the same message containing a dissimilar model. On the other hand, when self-awareness is low, a health message that contains a similar model leads to lower message compliance than the same message containing a dissimilar model. Additionally, I demonstrate that the increased compliance observed when self-awareness is high and a similar model is used is associated with self-enhancing behavior and increased engagement with the ad, while the decreased compliance observed when self-awareness is low and a similar model is used is associated with disregarding the ad.
ContributorsLoveland, Katherine (Author) / Mandel, Naomi (Thesis advisor) / Miller, Elizabeth G. (Committee member) / Morales, Andrea C. (Committee member) / Smeesters, Dirk (Committee member) / Arizona State University (Publisher)
Created2011
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Putting on a show or showing my true self?: when and why consumers signal accurate versus enhanced self-view information

Description
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