Liad Wei
Biographic Data
| ID | 3793249 |
|---|---|
| NAME | Liad Wei |
| GIVEN NAMES | Liad |
| FAMILY NAME | Wei |
| SIGNATURE | WEI L |
| AFFILIATIONS | Columbia University |
| ORCID | 0000-0003-3762-2690 |
| VERIFIED | Yes |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 30 |
| AUTHOR COUNT | 3 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2013 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 2 |
Identities without Products: When the Preference for Self-Linked Products Weakens
Extant literature and common marketing practices converge around the idea that stronger self-links to a brand and its products lead to increased brand loyalty. In this article, we challenge this conventional notion by revealing situations where the preference for self-linked brands diminishes, despite the self-links remaining unchanged. We introduce a key distinction between two types of consumer identities based on whether identity expression re…
Products as Self-Evaluation Standards: When Owned and Unowned Products Have Opposite Effects on Self-Judgment
Consumers frequently evaluate their own traits before making consumption decisions (e.g., "Am I thin enough for skinny jeans?"). The outcome of these self-evaluations depends on the standard consumers use and on whether they evaluate "self" in assimilation or contrast to that standard. Previous self-judgment research has focused on self-standards that arise from social aspects of the environment including people and groups. We propose that self-j…
Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don't)
Previous research uses categorization principles to analyze the interplay between individuals and groups. The present research uniquely employs categorization principles to analyze the interplay between individuals and products. It proposes that consumers classify owned (but not unowned) products as integral to their personal self (experiment 1). Consequently, consumers judge product traits (e.g., masculinity) as consistent with their own traits …
Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don't)
Previous research uses categorization principles to analyze the interplay between individuals and groups. The present research uniquely employs categorization principles to analyze the interplay between individuals and products. It proposes that consumers classify owned (but not unowned) products as integral to their personal self (experiment 1). Consequently, consumers judge product traits (e.g., masculinity) as consistent with their own traits …
Products as Self-Evaluation Standards: When Owned and Unowned Products Have Opposite Effects on Self-Judgment
Consumers frequently evaluate their own traits before making consumption decisions (e.g., "Am I thin enough for skinny jeans?"). The outcome of these self-evaluations depends on the standard consumers use and on whether they evaluate "self" in assimilation or contrast to that standard. Previous self-judgment research has focused on self-standards that arise from social aspects of the environment including people and groups. We propose that self-j…
Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don't)
Previous research uses categorization principles to analyze the interplay between individuals and groups. The present research uniquely employs categorization principles to analyze the interplay between individuals and products. It proposes that consumers classify owned (but not unowned) products as integral to their personal self (experiment 1). Consequently, consumers judge product traits (e.g., masculinity) as consistent with their own traits …
Products as Self-Evaluation Standards: When Owned and Unowned Products Have Opposite Effects on Self-Judgment
Consumers frequently evaluate their own traits before making consumption decisions (e.g., "Am I thin enough for skinny jeans?"). The outcome of these self-evaluations depends on the standard consumers use and on whether they evaluate "self" in assimilation or contrast to that standard. Previous self-judgment research has focused on self-standards that arise from social aspects of the environment including people and groups. We propose that self-j…
Identities without Products: When the Preference for Self-Linked Products Weakens
Extant literature and common marketing practices converge around the idea that stronger self-links to a brand and its products lead to increased brand loyalty. In this article, we challenge this conventional notion by revealing situations where the preference for self-linked brands diminishes, despite the self-links remaining unchanged. We introduce a key distinction between two types of consumer identities based on whether identity expression re…
Consumer Behavior in Brand Consumption and Identification (3 works) · Business (2 works) · Computer Science (2 works) · Product (mathematics) (2 works) · Psychology (2 works) · Advertising (1 works) · Artificial Intelligence (1 works) · Artificial Intelligence (1 works) · Categorization (1 works) · Cognitive and psychological constructs research (1 works)