Putting on a Show or Showing My True Self? When and Why Consumers Signal Accurate versus Enhanced Self-View Information

• Other Authors: Brannon, Daniel Carlos (Author)
• Format: Doctoral Thesis
• Language: English
• Published: 2016
• Subjects: Marketing; identity; power; self-enhancement; self-verification; signaling
• Online Access: http://hdl.handle.net/2286/R.I.38595

abstract: This research investigates the conditions under which people use consumption choices to signal accurate versus enhanced information about themselves to others. Across five studies, I demonstrate that activating a self-verification, as opposed to self-enhancement, motive leads consumers to choose products that signal accurate information about a self-view, even when this view is negative. I replicate this finding across several self-view domains, including physical attractiveness, power, and global self-esteem. However, I find that this effect is attenuated when consumers have a high fear of negative social evaluation. My findings suggest that this type of consumption, in which choice is driven by the desire to be seen accurately (vs. positively), can explain abundant real-world behavior; contradicting the notion that consumers choose products primarily for self-enhancement. === Dissertation/Thesis === Doctoral Dissertation Business Administration 2016