Christian Wheeler
Biographic Data
| ID | 97707 |
|---|---|
| NAME | Christian Wheeler |
| GIVEN NAMES | Christian |
| FAMILY NAME | Wheeler |
| SIGNATURE | WHEELER C |
| AFFILIATIONS | Sanwa Bank, Ltd |
| VERIFIED | No |
| TOTAL WORKS | 9 |
| TOTAL CITATIONS | 137 |
| AUTHOR COUNT | 9 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2005 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 7 |
Why do people choose extreme candidates? The role of identity relevance
How Do Consumers React to Ads That Meddle in Out-Party Primaries
In 2022, Democrats spent $53 million on ads helping far-right candidates win Republican primaries. Paying for ads that support far-right candidates, the reasoning went, could help Democrats win in the general elections because it is easier to beat extreme than moderate candidates. In the current research, we ask: how do consumers react to the use of 'meddle ads'? On the one hand, because of rising levels of polarization, consumers might be accept…
Self-Expression Cues in Product Rating Distributions: When People Prefer Polarizing Products
Previous research has shown that material goods can help people self-express, either because the products are themselves self-expressive (e.g., a band T-shirt) or because the products are associated with a desired group. This article examines a new signal of self-expressiveness: whether the product is polarizing—that is, whether some people strongly like the product and other people strongly dislike the product. Eight studies examine how polariza…
The good and bad of ambivalence: Desiring ambivalence under outcome uncertainty
Decades of past research point to the downside of evaluative inconsistency (i.e., ambivalence), suggesting that it is an unpleasant state that can result in negative affect. Consequently, people are often motivated to resolve their ambivalence in various ways. We propose that people sometimes desire to be ambivalent as a means of strategic self-protection. Across employment, educational and consumer choice settings, we demonstrate that when peopl…
We Are Not the Same as You and I: Causal Effects of Minor Language Variations on Consumers' Attitudes toward Brands
Can subtle wording changes in marketing communications, such as saying “you and [the brand]” as opposed to “we,” affect people's evaluations of real-world brands? Despite their importance in interpersonal communication, the effects of such variations in relationship-implying language on consumers' perceptions of brands have received little research attention. Four experiments demonstrate that closeness-implying pronouns (e.g., saying “we” rather …
"The "Shaken Self: Product Choices as a Means of Restoring Self-View Confidence
The present research shows that when a confidently held self-view (e.g., “I am an exciting person”) is temporarily cast in doubt, individuals are motivated to choose products that bolster their original self-view (e.g., choosing brands with exciting brand personalities). The findings across three studies suggest that subtle manipulations can temporarily “shake” one's self-view confidence, resulting in an increased propensity of choosing self-view…
When the Same Prime Leads to Different Effects
Research on priming effects has shown that primes with widely shared associations (i.e., stereotypes) affect the subsequent behavior of people in consistent ways (i.e., acting stereotypically). In this article, we present two experiments that show that the same primed construct can have different effects on the subsequent choices of different groups of people. These differences in effects are attributable to the groups having different prime asso…
Discrepancies between explicit and implicit self-concepts: Consequences for information processing
Individuals with discrepancies among their explicit beliefs often engage in greater elaboration of discrepancy-related information in a presumed attempt to reduce the discrepancy. The authors predicted that individuals with discrepancies between explicit and implicit self-conceptions might similarly be motivated to engage in processing of discrepancy-related information, even though they might not be aware of the discrepancy. Four studies were co…
Self-Schema Matching and Attitude Change: Situational and Dispositional Determinants of Message Elaboration
Research indicates that messages or products matching individuals' self-schemata are viewed more favorably, but little is known about how or when such effects occur. Experiment 1 indicates that messages matched to participants' level of extroversion lead to larger argument quality effects on attitudes than do mismatched messages. In experiment 2, these effects are replicated with the self-schema of need for cognition. Across studies, matching mes…
"The "Shaken Self: Product Choices as a Means of Restoring Self-View Confidence
The present research shows that when a confidently held self-view (e.g., “I am an exciting person”) is temporarily cast in doubt, individuals are motivated to choose products that bolster their original self-view (e.g., choosing brands with exciting brand personalities). The findings across three studies suggest that subtle manipulations can temporarily “shake” one's self-view confidence, resulting in an increased propensity of choosing self-view…
Self-Schema Matching and Attitude Change: Situational and Dispositional Determinants of Message Elaboration
Research indicates that messages or products matching individuals' self-schemata are viewed more favorably, but little is known about how or when such effects occur. Experiment 1 indicates that messages matched to participants' level of extroversion lead to larger argument quality effects on attitudes than do mismatched messages. In experiment 2, these effects are replicated with the self-schema of need for cognition. Across studies, matching mes…
Discrepancies between explicit and implicit self-concepts: Consequences for information processing
Individuals with discrepancies among their explicit beliefs often engage in greater elaboration of discrepancy-related information in a presumed attempt to reduce the discrepancy. The authors predicted that individuals with discrepancies between explicit and implicit self-conceptions might similarly be motivated to engage in processing of discrepancy-related information, even though they might not be aware of the discrepancy. Four studies were co…
When the Same Prime Leads to Different Effects
Research on priming effects has shown that primes with widely shared associations (i.e., stereotypes) affect the subsequent behavior of people in consistent ways (i.e., acting stereotypically). In this article, we present two experiments that show that the same primed construct can have different effects on the subsequent choices of different groups of people. These differences in effects are attributable to the groups having different prime asso…
The good and bad of ambivalence: Desiring ambivalence under outcome uncertainty
Decades of past research point to the downside of evaluative inconsistency (i.e., ambivalence), suggesting that it is an unpleasant state that can result in negative affect. Consequently, people are often motivated to resolve their ambivalence in various ways. We propose that people sometimes desire to be ambivalent as a means of strategic self-protection. Across employment, educational and consumer choice settings, we demonstrate that when peopl…
We Are Not the Same as You and I: Causal Effects of Minor Language Variations on Consumers' Attitudes toward Brands
Can subtle wording changes in marketing communications, such as saying “you and [the brand]” as opposed to “we,” affect people's evaluations of real-world brands? Despite their importance in interpersonal communication, the effects of such variations in relationship-implying language on consumers' perceptions of brands have received little research attention. Four experiments demonstrate that closeness-implying pronouns (e.g., saying “we” rather …
Self-Expression Cues in Product Rating Distributions: When People Prefer Polarizing Products
Previous research has shown that material goods can help people self-express, either because the products are themselves self-expressive (e.g., a band T-shirt) or because the products are associated with a desired group. This article examines a new signal of self-expressiveness: whether the product is polarizing—that is, whether some people strongly like the product and other people strongly dislike the product. Eight studies examine how polariza…
Why do people choose extreme candidates? The role of identity relevance
How Do Consumers React to Ads That Meddle in Out-Party Primaries
In 2022, Democrats spent $53 million on ads helping far-right candidates win Republican primaries. Paying for ads that support far-right candidates, the reasoning went, could help Democrats win in the general elections because it is easier to beat extreme than moderate candidates. In the current research, we ask: how do consumers react to the use of 'meddle ads'? On the one hand, because of rising levels of polarization, consumers might be accept…
Self-Schema Matching and Attitude Change: Situational and Dispositional Determinants of Message Elaboration
Research indicates that messages or products matching individuals' self-schemata are viewed more favorably, but little is known about how or when such effects occur. Experiment 1 indicates that messages matched to participants' level of extroversion lead to larger argument quality effects on attitudes than do mismatched messages. In experiment 2, these effects are replicated with the self-schema of need for cognition. Across studies, matching mes…
Discrepancies between explicit and implicit self-concepts: Consequences for information processing
Individuals with discrepancies among their explicit beliefs often engage in greater elaboration of discrepancy-related information in a presumed attempt to reduce the discrepancy. The authors predicted that individuals with discrepancies between explicit and implicit self-conceptions might similarly be motivated to engage in processing of discrepancy-related information, even though they might not be aware of the discrepancy. Four studies were co…
When the Same Prime Leads to Different Effects
Research on priming effects has shown that primes with widely shared associations (i.e., stereotypes) affect the subsequent behavior of people in consistent ways (i.e., acting stereotypically). In this article, we present two experiments that show that the same primed construct can have different effects on the subsequent choices of different groups of people. These differences in effects are attributable to the groups having different prime asso…
"The "Shaken Self: Product Choices as a Means of Restoring Self-View Confidence
The present research shows that when a confidently held self-view (e.g., “I am an exciting person”) is temporarily cast in doubt, individuals are motivated to choose products that bolster their original self-view (e.g., choosing brands with exciting brand personalities). The findings across three studies suggest that subtle manipulations can temporarily “shake” one's self-view confidence, resulting in an increased propensity of choosing self-view…
We Are Not the Same as You and I: Causal Effects of Minor Language Variations on Consumers' Attitudes toward Brands
Can subtle wording changes in marketing communications, such as saying “you and [the brand]” as opposed to “we,” affect people's evaluations of real-world brands? Despite their importance in interpersonal communication, the effects of such variations in relationship-implying language on consumers' perceptions of brands have received little research attention. Four experiments demonstrate that closeness-implying pronouns (e.g., saying “we” rather …
The good and bad of ambivalence: Desiring ambivalence under outcome uncertainty
Decades of past research point to the downside of evaluative inconsistency (i.e., ambivalence), suggesting that it is an unpleasant state that can result in negative affect. Consequently, people are often motivated to resolve their ambivalence in various ways. We propose that people sometimes desire to be ambivalent as a means of strategic self-protection. Across employment, educational and consumer choice settings, we demonstrate that when peopl…
Self-Expression Cues in Product Rating Distributions: When People Prefer Polarizing Products
Previous research has shown that material goods can help people self-express, either because the products are themselves self-expressive (e.g., a band T-shirt) or because the products are associated with a desired group. This article examines a new signal of self-expressiveness: whether the product is polarizing—that is, whether some people strongly like the product and other people strongly dislike the product. Eight studies examine how polariza…
Why do people choose extreme candidates? The role of identity relevance
How Do Consumers React to Ads That Meddle in Out-Party Primaries
In 2022, Democrats spent $53 million on ads helping far-right candidates win Republican primaries. Paying for ads that support far-right candidates, the reasoning went, could help Democrats win in the general elections because it is easier to beat extreme than moderate candidates. In the current research, we ask: how do consumers react to the use of 'meddle ads'? On the one hand, because of rising levels of polarization, consumers might be accept…
Psychology (9 works) · Social Psychology (7 works) · Consumer Behavior in Brand Consumption and Identification (5 works) · Cognitive psychology (4 works) · Social and Intergroup Psychology (4 works) · Advertising (3 works) · Behavioral Health and Interventions (3 works) · Business (3 works) · Computer Science (3 works) · Cultural Differences and Values (3 works)