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عنوان فارسی مقاله:
من، خودم، و Ikea: اثرات تعیین کلی خودارجاعی در قضاوت برند
عنوان انگلیسی مقاله:
Me, myself, and Ikea: Qualifying generic self-referencing effects in brand judgment
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
3. Qualifying the self-referencing effect
Work in implicit consumer cognition strongly suggests that the selfreferencing effect may unfold as a function of associative self-anchoring, in which the association of an object (e.g., a brand or product) with the self produces a transfer of pre-existing self-associations to the object (see Gawronski et al., 2007; Cadinu & Rothbart, 1996; Otten, 2003). The process that drives this associative transfer can be understood as akin to evaluative conditioning, in which the pairing of an initially neutral or even valenced object (the product or brand, acting as conditioned stimulus, CS) with the self (acting as the unconditioned stimulus, UCS) may influence evaluations of the CS through a transfer of affect from the self (the UCS) to the CS (rather than vice versa). This requires arguing that the self can indeed function as a UCS. A wealth of research indicates that it can. More in particular, Greenwald and Banaji (1995) and others (e.g., Gawronski et al., 2007; Symons & Johnson, 1997; Walter & Traselli, 2003; Zhang & Chan, 2009; Perugini, Richetin & Zogmaister, 2012) have argued and shown that the self possesses both the necessary and sufficient attributes to take on this role –the (actual) self is a welldeveloped mental construct, it is highly accessible, has a clear valence, and has the capability to produce evaluative changes even in cases of an “accidental” association with a neutral object. Consequently, it follows that if the self is implicitly or explicitly activated by a self-relevant stimulus and if this activated sense of self is saliently associated with a neutral object, then the valence associated with the self should spill over and affect evaluations of the neutral object. By extension, if the self is activated by a self-referencing prefix in a brand or product name, the associated valence should spill over and affect evaluations of the brand or product associated with it, thus producing a generic self-referencing effect. These notions are tested in the present work.
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کلمات کلیدی:
Self-Reference Effect and Consumer Brands. - ebsco search.ebscohost.com/login.aspx?direct=true&profile=ehost...site... by DD Stewart - 2015 - Cited by 1 - Related articles Abstract: This study extended the self-reference effect (SRE) to the recall of ... study 1 except now the semantic task dealt with judgments about brand popularity. [PDF]Me, Myself, and Ikea: Qualifying the Role of Implicit Egotism in Brand ... www.acrwebsite.org/volumes/v40/acr_v40_11806.pdf by JH Wiebenga - 2012 - Cited by 2 - Related articles whether and when such self-referencing brand names affect brand judgment, and under which conditions the self-referencing effect might turn from positive into ... Implicit Self-Referencing: The Effect of Non ... - Semantic Scholar https://pdfs.semanticscholar.org/b735/2c6f305ec760d327bfdf94ebfb13e66b1f64.pdf by AW Perkins - Cited by 55 - Related articles The Effect of Non-Volitional Self-Association on Brand and Product Attitude ... Mark R., and Sanjay Sood (2005), ―On Self-Referencing Differences in Judgment. Influencing consumer judgments using ... - Semantic Scholar https://pdfs.semanticscholar.org/665b/daee13856db22fff16af01d345c8efd6a7a1.pdf 1993 - Cited by 269 - Related articles referencing on brand and adjudgments will occur in Spitc of the potentially detrimcntal effects of self-referencing on learning about the brand's attributes and ... Consumer Behavior - Page 178 - Google Books Result https://books.google.com/books?isbn=1133435211 Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters - 2012 - Business & Economics Jennifer Edson Escalas, “Self-Referencing and Persuasion: Narrative ... Chris Janiszewski and Tom Meyvis, “Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment,” Journal of Consumer Research, ... The Social Psychology of Consumer Behaviour https://books.google.com/books?isbn=0335230563 Richard Bagozzi - 2002 - Education Sujan, M. and Bettman, J.R. (1989) The effects of brand positioning strategies on ... judgments using autobiographical memories: a self-referencing perspective, ... "Self-Reference Effect and Consumer Brands" by Stewart, Dennis D ... https://www.questia.com/library/journal/.../self-reference-effect-and-consumer-brands by DD Stewart - 2015 - Cited by 1 - Related articles s finding has become known as the self-reference effect (SRE), which has been ... Therefore, finding that the SRE occurs for proper nouns (i.e., brand names) ... Blackwell Handbook of Social Psychology: Intraindividual Processes https://books.google.com/books?isbn=0470998504 Abraham Tesser, Norbert Schwarz - 2008 - Psychology Moderators of the impact of self-reference or persuasion. ... Context effects at encoding and judgment in consumption settings: The role of cognitive ... The effects of verbal and visual components of advertisements on brand attitudes and ...
