Brand ‘Personality’ May Affect How Consumers See Themselves - MSN Health & Fitness - Women’s Health
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THURSDAY, June 24 (HealthDay News) — Some consumer brands present “personalities” that can alter the way citizenry feeling some themselves — peculiarly if they cerebrate their own personal qualities are already set for living, according to new inquiry.
“Using brands with sympathetic personalities can rub off on the way consumers see themselves, eve if the make is victimised for alone a brusque sentence,” University of Minnesota researchers Deborah Roedder John and Ji Kyung Park wrote in their story, which is scheduled to be promulgated on-line in the Journal of Consumer Research.
One of the four-spot studies they conducted institute that women who carried a Victoria’s Secret shopping bag in a local plaza for an minute sensed themselves as more womanly, glamourous and fine-looking compared with how women who carried a champaign pinko shopping bag saw themselves.
The women who were near moved by their joining with Victoria’s Secret “trust their personal qualities are rigid and cannot be improved by their own efforts at self-reformation. Therefore, they expression for shipway to signalise their incontrovertible qualities done early substance, such as brands,” the researchers explained in a word discharge from the journal’s publisher.
Women least unnatural by carrying the Victoria’s Secret bag believed their personal qualities were more elastic and could alteration for the amend done self-reformation, the field authors renowned.
In another bailiwick, roughly mass mat more well-informed and more alike leadership when they carried a pen from the Massachusetts Institute of Technology with an MIT logotype, tied astern approximately were led to trust they performed gravely on a maths trial.
The U.S. Center for Mental Health Services offers a self-help scout for edifice self-pride.
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