Self-Construal, Reference Groups, and Brand Meaning

We propose that consumers purchase brands in part to construct their self-concepts and, in so doing, form self-brand connections. We focus on reference groups as a source of brand meaning. Results from two studies show that brands with images consistent with an ingroup enhance self-brand connections for all consumers, whereas brands with images that are consistent with an outgroup have a stronger negative effect on independent versus interdependent consumers. We propose that this differential effect is due to stronger self-differentiation goals for consumers with more independent self-concepts. We also find greater effects for more symbolic than for less symbolic brands. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Significant Objects: How Eudaimonic Narratives Enhance the Value of Featured Products

Eudaimonic narratives, which past work identifies as stories featuring themes related to virtue and life’s higher purpose, are increasingly prevalent in advertisements and marketing communications. The current research examines whether this type of narrative achieves advertiser-desired outcomes. If these outcomes are achieved, how? The results from five studies demonstrate that eudaimonic narratives enhance the value of, attitude toward, and purchase intentions for products featured in the story. This occurs because the product becomes a symbol for the meaningful theme communicated in the narrative. The effect of eudaimonic narratives on valuation is stronger when a product is central to the narrative plot and when consumers have experienced a threat to their worldview coherence; the effect disappears when people consider giving the focal product as a gift

Self-Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration

This article contrasts narrative self-referencing with analytical self-referencing. I propose that narrative self-referencing persuades through transportation, where people become absorbed in a story-in this case, in their storylike thoughts (Green and Brock 2000 ). When ad viewers are transported by these narrative thoughts, persuasion is not negatively affected by weak ad arguments. Conversely, analytical self-referencing persuades via more traditional processing models, wherein cognitive elaboration is enhanced by relating incoming information to one's self or personal experiences, which results in a differential persuasive effect of strong versus weak arguments. I also propose that ad skepticism moderates the effect of narrative transportation. My assertions are tested in two experiments in the context of mental simulation as a form of narrative self-referencing. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..