TY  - BOOK
AU  - Kettle,Keri L.
AU  - Häubl,Gerald
TI  - The signature effect: signing influences consumption-related behavior by priming self-identity 
SN  - 00935301
AV  - HF5415.3 JOU 
PY  - 2013///
CY  - Oxford
PB  - Oxford University Press
KW  - Consumer behaviour
KW  - Personality psychology
KW  - Canada
N2  - 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
UR  - https://doi.org/10.1086/659753
ER  -