Mark R Forehand
Biographic Data
| ID | 79753 |
|---|---|
| NAME | Mark R Forehand |
| GIVEN NAMES | Mark R |
| FAMILY NAME | Forehand |
| SIGNATURE | FOREHAND M R |
| AFFILIATIONS | University of Washington |
| VERIFIED | No |
| TOTAL WORKS | 7 |
| TOTAL CITATIONS | 27 |
| AUTHOR COUNT | 7 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2005 |
| LATEST PUBLICATION YEAR | 2020 |
| H-INDEX | 3 |
The Many-Faced Consumer: Consumption Consequences of Balancing Multiple Identities
Cues in the environment can prime consumer identities, increasing adoption of behaviors consistent with the primed identity and avoidance of behaviors consistent with alternate (nonprimed) identities. Although alternate-identity avoidance is common, three studies show that priming an identity (e.g., student) can also encourage consumers to approach alternate identities (e.g., friend). When two identities are relatively easy to balance (e.g., suff…
Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands
New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded product are presented simultaneously with the co-branding information. In this case, the results of co-branding instead follow the predictions of adaptive…
Self-Identity and Consumer Behavior Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal Self-Affirmation through the Choice of Highly Aesthetic Pro…
Consumer researchers have recognized for a long time that people consume in ways that are consistent with their sense of self (Levy 1959; Sirgy 1982). Important thought leaders in our field have described and documented that consumers use possessions and brands to create their self-identities and communicate these selves to others and to themselves (e.g., Belk 1988; Fournier 1998; McCracken 1989). Although early research tended to focus on broad …
Identity-based consumer behavior
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 novel stimuli improved evaluations by creating new self-object associations in memory and that the influence of self-association is moderated by implicit …
An Interpretive Frame Model of Identity-Dependent Learning: The Moderating Role of Content-State Association
Although it is well known that advertising can momentarily activate specific consumer identities and thereby influence preference for identity-relevant products, the influence of such identity activation on consumer memory is undocumented. Identity activation encourages consumers to link advertising content to their identity during encoding, and these links facilitate subsequent recognition if the identity is again activated at retrieval. This id…
Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voice‐Overs
An experiment reveals that the relationship between celebrity attitude and attitude toward brands paired with the celebrity's voice is moderated by identification of the celebrity but only when attitude is measured explicitly. Using explicit measures, celebrity attitude was positively (negatively) related to brand attitude change when the evaluator could not (could) identify the celebrity. This finding is attributed to “resetting,” a correction o…
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 novel stimuli improved evaluations by creating new self-object associations in memory and that the influence of self-association is moderated by implicit …
Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voice‐Overs
An experiment reveals that the relationship between celebrity attitude and attitude toward brands paired with the celebrity's voice is moderated by identification of the celebrity but only when attitude is measured explicitly. Using explicit measures, celebrity attitude was positively (negatively) related to brand attitude change when the evaluator could not (could) identify the celebrity. This finding is attributed to “resetting,” a correction o…
The Many-Faced Consumer: Consumption Consequences of Balancing Multiple Identities
Cues in the environment can prime consumer identities, increasing adoption of behaviors consistent with the primed identity and avoidance of behaviors consistent with alternate (nonprimed) identities. Although alternate-identity avoidance is common, three studies show that priming an identity (e.g., student) can also encourage consumers to approach alternate identities (e.g., friend). When two identities are relatively easy to balance (e.g., suff…
An Interpretive Frame Model of Identity-Dependent Learning: The Moderating Role of Content-State Association
Although it is well known that advertising can momentarily activate specific consumer identities and thereby influence preference for identity-relevant products, the influence of such identity activation on consumer memory is undocumented. Identity activation encourages consumers to link advertising content to their identity during encoding, and these links facilitate subsequent recognition if the identity is again activated at retrieval. This id…
Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands
New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded product are presented simultaneously with the co-branding information. In this case, the results of co-branding instead follow the predictions of adaptive…
Self-Identity and Consumer Behavior Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal Self-Affirmation through the Choice of Highly Aesthetic Pro…
Consumer researchers have recognized for a long time that people consume in ways that are consistent with their sense of self (Levy 1959; Sirgy 1982). Important thought leaders in our field have described and documented that consumers use possessions and brands to create their self-identities and communicate these selves to others and to themselves (e.g., Belk 1988; Fournier 1998; McCracken 1989). Although early research tended to focus on broad …
Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voice‐Overs
An experiment reveals that the relationship between celebrity attitude and attitude toward brands paired with the celebrity's voice is moderated by identification of the celebrity but only when attitude is measured explicitly. Using explicit measures, celebrity attitude was positively (negatively) related to brand attitude change when the evaluator could not (could) identify the celebrity. This finding is attributed to “resetting,” a correction o…
An Interpretive Frame Model of Identity-Dependent Learning: The Moderating Role of Content-State Association
Although it is well known that advertising can momentarily activate specific consumer identities and thereby influence preference for identity-relevant products, the influence of such identity activation on consumer memory is undocumented. Identity activation encourages consumers to link advertising content to their identity during encoding, and these links facilitate subsequent recognition if the identity is again activated at retrieval. This id…
Identity-based consumer behavior
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 novel stimuli improved evaluations by creating new self-object associations in memory and that the influence of self-association is moderated by implicit …
Self-Identity and Consumer Behavior Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal Self-Affirmation through the Choice of Highly Aesthetic Pro…
Consumer researchers have recognized for a long time that people consume in ways that are consistent with their sense of self (Levy 1959; Sirgy 1982). Important thought leaders in our field have described and documented that consumers use possessions and brands to create their self-identities and communicate these selves to others and to themselves (e.g., Belk 1988; Fournier 1998; McCracken 1989). Although early research tended to focus on broad …
Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands
New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded product are presented simultaneously with the co-branding information. In this case, the results of co-branding instead follow the predictions of adaptive…
The Many-Faced Consumer: Consumption Consequences of Balancing Multiple Identities
Cues in the environment can prime consumer identities, increasing adoption of behaviors consistent with the primed identity and avoidance of behaviors consistent with alternate (nonprimed) identities. Although alternate-identity avoidance is common, three studies show that priming an identity (e.g., student) can also encourage consumers to approach alternate identities (e.g., friend). When two identities are relatively easy to balance (e.g., suff…
Psychology (7 works) · Social Psychology (6 works) · Consumer Behavior in Brand Consumption and Identification (5 works) · Cultural Differences and Values (5 works) · Advertising (4 works) · Cognitive psychology (4 works) · Computer Science (4 works) · Identity (music) (4 works) · Social and Intergroup Psychology (4 works) · Association (psychology) (3 works)