Implicit Self-Referencing: The Effect of Nonvolitional Self-Association on Brand and Product Attitude
In three experiments, nonvolitional self-association is shown to improve implicit attitude, self-reported attitude, purchase intention, and product choice for both product categories and fictional brands. Experiments 1 and 2 demonstrate that arbitrary categorization of self-related content with nove...
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Veröffentlicht in: | The Journal of consumer research 2012-06, Vol.39 (1), p.142-156 |
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Format: | Artikel |
Sprache: | eng |
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Zusammenfassung: | In three experiments, nonvolitional self-association is shown to improve implicit attitude, self-reported attitude, purchase intention, and product choice for both product categories and fictional brands. Experiments 1 and 2 demonstrate that arbitrary categorization of self-related content with novel stimuli improved evaluations by creating new self-object associations in memory and that the influence of self-association is moderated by implicit self-esteem. Experiment 3 shows that such implicit self-referencing does not require conscious self-categorization and occurs even when novel stimuli are simply presented in close proximity to self-related content. In this final experiment, subjects responded more positively to brands featured in banner ads on a personal social networking webpage than when featured on an equivalent nonpersonal social networking page. This automatic self-association effect was mediated by the degree to which the advertising prompted an implicit association between the self and the advertised brands. |
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ISSN: | 0093-5301 1537-5277 |
DOI: | 10.1086/662069 |