The Malleable Self
The Role of Self-Expression in Persuasion
Bibliographic Data
| ID | 23345797 |
|---|---|
| Authors | Jennifer Aaker (University of California, Los Angeles, corresponding author), Jennifer L Aaker (Anderson School of Management, UCLA) |
| Year | 1999 |
| Volume | 36 |
| Issue | 1 |
| Pages | 45-57 |
| Publication date | 1999-02-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Marketing Research (JOURNAL) |
| Journal identifiers | ISSN: 0022-2437 • E-ISSN: 1547-7193 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/002224379903600104 |
| OpenAlex | W4243262950 |
| Language | EN |
| Citations received | 59 |
| References cited | 42 |
Considerable research in consumer experimental psychology has examined the self-expressive role of brands but has found little support for the premise that the interaction of the personality traits associated with a brand and those associated with an individual's self-concept influence attitudes. The current research focuses on the influence of the malleable self-concept on consumer attitudes toward a brand, based on the its personality associations. The results of two experiments demonstrate that traits that are made accessible by salient situational cues and those that are chronically accessible (schematic traits) positively influence consumer attitudes toward a brand based on its personality associations. More important, these effects are tested in a set of theory-based interactions that rely on the self-monitoring individual difference variable. Self congruity is enhanced for low versus high self-monitoring subjects, whereas situation congruity is enhanced for high versus low self-monitoring subjects. Together, these experiments shed light on the self-expressive use of brands and the role of the malleable self-concept in influencing consumer attitudes.
Big Five personality traits · Personality · Persuasion · Salient · Self-enhancement · Set (abstract data type) · Situational ethics · Behavioral Health and Interventions · Consumer Behavior in Brand Consumption and Identification · Psychology · Social and Intergroup Psychology · Social Psychology
Advertising and Conspicuous Consumption
Incorporating ‘Fashion Identity’ Into the Right to Privacy
A comunicação de imagem. Um estudo de caso
Spending reflects not only who we are but also who we are around
Emotional Brand Attachment and Brand Personality
Brand Experience
Peer Influence, Impulse Buying, and Consumer Emotional Attachment
Identity Management and Role Branding in Security Affairs
Examining the Importance of Green Food in the Restaurant Industry
Insights Into the Relationships Between Health Communication and Doctor-patient Relationship
Discursive strategies in the branding of Fortune Global 500 Chinese manufacturing companies
Digital India and Ict Integration in Banking
Factors influencing hotel decision-making through digital platforms in South Asia
Personality Science in the Digital Age
Self-Presentation on Social Media
Effects of multidimensional destination brand authenticity on destination brand well-being
Marketing a Destination Brand Image to Muslim Tourists
Vishnu
The impact of oppositional loyalty on brand identification in online brand communities
“I Will Exercise to Look Great!”
Let Us Excite and Inspire Consumers to Recycle! Spokescharacters as Effective Environmental Communicators
Do You Love Me, or Do You Hate Me? Bad Communication’s Effect on Low-Cost Airline Brand
Narrative and choice effects on learning outcomes
Four shades of avoidance
Using a Personality-Profiling Algorithm to Investigate Political Microtargeting
Beneficial or Harmful? How (Mis)Fit of Targeted Political Advertising on Social Media Shapes Voter Perceptions
Hypocrisy Induction in Advertising
Key factors influencing mass willingness to use Cesps under green concept
Symmetric and asymmetric analysis of tourist behavioral intention's antecedents
An Investigation Into Slogan Design On Creating Slogan–Brand Alignment
Branding Creative Cities of Gastronomy
Who Are the Scrooges? Personality Predictors of Holiday Spending
The licensing effect of green luxury
Residents’ Environmentally Responsible Behavior and Tourists’ Sustainable Use of Cultural Heritage
When does symbolism matter most? Exploring electric vehicle adoption intent through surveys in two United States cities
Utilising “wardrobe studies” to de-construct űber masculine, “bad-boy,” entrepreneurial identity
Conceptualizing and Testing Brand Personality in British Politics
The cognitive benefits of online microtargeted political ads
My online self identifies with you, but my offline self skips you
The effect of charity website design on perceived consistency and its consequences
Conceptualizing the Roles of Vedantic Personality and Spiritual Well-being as Drivers of Consciousness for Sustainable Consumption
Assessing ethical consumer behavior for sustainable development
The Influence of Masculinity and Femininity in Different Advertising Processing Contexts
Targeting cross-cultural explorers
Exploring Socio‐Psychological Drivers and Pathways of Sustainable Fashion Consumption
Elementos clave en la creación de una Lovebrand
Role of environmental awareness & self-identification expressiveness in electric-vehicle adoption
Impact of Consumers’ Self-Image and Demographics on Preference for Healthy Labeled Foods
Recognise me from outside to inside
Why immigrants travel to their home places
When Connection Turns to Anger
When Diversity Backfires
Accounting knowledge as a compass in ChatGPT adoption among accounting students in higher educational institutions
Makeup Who You Are
Plagiarism awareness efforts, students' ethical judgment and behaviors
Bridging the Gap Between Product Design and Customer Engagement
A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity, and Tourists' Emotional Experience on Behavioral Intention
The Influence of Self-Construal on Self-Brand Congruity in the United States and Korea
Word of Mouth versus Word of Mouse
Public appearances, private realities
The principles of psychology.
Dimensions of Brand Personality
A prototype analysis of psychological situations
Mundane Consumption and the Self
Personality Structure
Impression management versus intrapsychic explanations in social psychology
Predicting more of the people more of the time
Possible selves
Self-Concept in Consumer Behavior
On the nature of self-monitoring
The search for predictable settings
Psychological correspondence of possessions, attitudes, and values
Persuasion and Culture
The role of attitude objects in attitude functions
Discovery-Oriented Consumer Research
Culture and the self
Self Concept, Ideal Self Concept, and Consumer Purchase Intentions
Stability and malleability of the self-concept
The self-comparison process and self-discrepant feedback
Self-schemata and processing information about the self
Behavioral appropriateness and situational constraint as dimensions of social behavior
The structure of interpersonal traits
Appeals to image and claims about quality
Exploratory and confirmatory tests of the Big Five and Tellegen's three- and four-dimensional models
Authenticity and positivity strivings in marriage and courtship
Why people self-verify
Self-monitoring of expressive behavior
Toward an adequate taxonomy of personality attributes
The Role of Products as Social Stimuli
Possessions and the Extended Self
Developmental Recognition of Consumption Symbolism
Special Possessions and the Expression of Material Values
Empathy Versus Pride
The Effect of Cultural Orientation on Persuasion
| Unique citing works | 59 |
|---|---|
| Citations per year | 2,27 |
| Citation span | 2000 - 2026 (27) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 55 |