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The signature effect : signing influences consumption-related behavior by priming self-identity / created by Keri L. Kettle and Gerald Häubl

By: Contributor(s): Material type: TextTextSeries: Journal of consumer research ; Volume 40, number ,Oxford : Oxford University Press, 2013Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISSN:
  • 00935301
Subject(s): LOC classification:
  • HF5415.3 JOU
Online resources: Abstract: Evidence from four studies shows that signing one’s name influences consumption-related behavior in a predictable manner. Signing acts as a general self-identity prime that facilitates the activation of the particular aspect of a consumer’s self-identity that is afforded by the situation, resulting in behavior congruent with that aspect. Our findings demonstrate that signing causes consumers to become more (less) engaged when shopping in a product domain they (do not) closely identify with (studies 1 and 2), to identify more (less) closely with in(out)-groups (study 3), and to conform more with (diverge more from) in(out)-groups when making consumption choices in preference domains that are relevant to signaling one’s identity (study 4). We discuss the theoretical and practical implications of these findings.
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Holdings
Item type Current library Call number Vol info Status Notes Date due Barcode
Journal Article Journal Article Main Library - Special Collections HF5415.3 JOU (Browse shelf(Opens below)) Vol. 40, (s301-s316) Not for loan For in house use only

Evidence from four studies shows that signing one’s name influences consumption-related behavior in a predictable manner. Signing acts as a general self-identity prime that facilitates the activation of the particular aspect of a consumer’s self-identity that is afforded by the situation, resulting in behavior congruent with that aspect. Our findings demonstrate that signing causes consumers to become more (less) engaged when shopping in a product domain they (do not) closely identify with (studies 1 and 2), to identify more (less) closely with in(out)-groups (study 3), and to conform more with (diverge more from) in(out)-groups when making consumption choices in preference domains that are relevant to signaling one’s identity (study 4). We discuss the theoretical and practical implications of these findings.

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