Experiencing the Self through Products : How Direct Product Experiences Paired with Abstract Product Construals Increase Consumers’ Identification with and Evaluation of Product

Item Type Book Section
Abstract

Consumers frequently use products to manifest their selves. We hypothesize that products fulfill this self-oriented function particularly when they are experienced directly and perceived on a high construal level at the same time. Evidence from two experiments supports this theorizing.

Authors Blumer, Silke; Scharfenberger, Philipp; Häubl, Gerald & Tomczak, Torsten
Language English
Subjects business studies
HSG Classification contribution to scientific community
HSG Profile Area Global Center for Customer Insight
Date 2016
Publisher Association for Consumer Research
Place of Publication Duluth, MN
Volume Volume 44
Page Range 720
Title of Book NA - Advances in Consumer Research
Event Title Association for Consumer Research (ACR) Conference 2016
Event Location Berlin
Event Dates 27.-30.10.2016
Official URL http://acrwebsite.org/volumes/1021566/volumes/v44/...
Depositing User Dr. Philipp Scharfenberger
Date Deposited 01 Jun 2018 12:07
Last Modified 05 Oct 2018 07:54
URI: https://www.alexandria.unisg.ch/publications/254331

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Citation

Blumer, Silke; Scharfenberger, Philipp; Häubl, Gerald & Tomczak, Torsten: Experiencing the Self through Products : How Direct Product Experiences Paired with Abstract Product Construals Increase Consumers’ Identification with and Evaluation of Product. In NA - Advances in Consumer Research. Duluth, MN : Association for Consumer Research, 2016, S. 720.

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https://www.alexandria.unisg.ch/id/eprint/254331
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