סמינר בשיווק

I am, Therefore I Buy: Low Self-Esteem and the Pursuit of Self-Congruent Consumption

27 ביוני 2017, 13:00 
Room 305 

 

Nicole Lisette Mead from University of Melbourne

The notion that people use products to feel good about themselves is an axiom of consumer research. Yet, in addition to the need to self-enhance, people also have the need to behave in ways that are consistent with their self-views (i.e., self-verification). Despite both motives being present in everyday life, scant attention has been devoted to understanding the role of self-verification in consumer behavior. The present research redresses this gap by examining whether consumers use products to verify engrained self-views (i.e., self-esteem), even when those self-views are negative. Four studies show that, relative to those with high self-esteem, participants with low self-esteem preferred inferior products and services but only when those products were valid signals of low self-regard. Further, low self-esteem consumers’ chronic propensity to choose miserable products was evident after threat but disappeared after positive feedback. By pinpointing personality and situational factors that determine when consumers seek self-verification, the current work enriches the field’s understanding of how products serve self-related motives. Although low self-esteem consumers might greatly benefit from compensating with attractive products, they gravitate towards inferior products for the sake of self-consistency

 

 

 

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