The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity
Journal
Journal of Consumer Research
ISSN
0093-5301
ISSN-Digital
1537-5277
Type
journal article
Date Issued
2011-02-20
Author(s)
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.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
University of Chicago Press
Publisher place
Chicago
Volume
38
Number
3
Start page
474
End page
489
Pages
16
Subject(s)
Division(s)
Eprints ID
220725