The “Shaken Self”: Product Choices as a Means of Restoring Self‐View Confidence

By Leilei Gao. 2009

394 citations recorded by the source corpus.

Subfields: Marketing, Visual Arts and Performing Arts

View Paper: https://www.semanticscholar.org/paper/3178c57e6dd433b7cbb499e1ea87d2feacc570fa

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Citations in the corpus

Got to Get You into My Life (2009, neutral): “Consumers are attracted to brands with distinctive personalities when they wish to express, affirm, or enhance their sense of self (Aaker 1999; Escalas and Bettman 2003; Gao et al. 2009; Swaminathan et al. 2009).”
The Compensatory Consumer Behavior Model: How self-discrepancies drive consumer behavior (2017, neutral): “More recently, Gao et al. (2009) found that participants who felt insecure (vs. secure) about their intelligence were more likely to choose a product related to intelligence (e.g., a fountain pen) over a product unrelated to intelligence (e.g., a candy bar).”
The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity (2011, result): “In line with recent work indicating that writing with one’s nondominant hand can shake one’s self-view confidence (Gao, Wheeler, and Shiv 2009), we expect that a disruption of the process of signing—such as by forcing people to sign in a constrained space (e.g., on a small slip of paper) or with…”
Self-Affirmation through the Choice of Highly Aesthetic Products (2012, background): “While research on self-affirmation has not examined product choice as a response to threat, there is evidence of such behavior (Gao, Wheeler, and Shiv 2009).”
Bolstering and restoring feelings of competence via the IKEA effect (2012, background): “These results also contribute to research about self-affirmation in consumer behavior (e.g., Gao et al., 2009) by demonstrating that consumers can restore their shaken sense of self even through extremely mundane activities, such as building a bookcase.”
Protecting the self through consumption: Status goods as affirmational commodities (2010, background): “Finally, Study 3 helps situate this work among the burgeoning literature on compensatory consumption (Gao et al., 2009; Rucker & Galinsky, 2008; Rucker & Galinsky, 2009) by highlighting how our general drive for global self-integrity encourages status consumption among those who can least afford it.”
Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty (2015, background): “Yet, this finding does not exclude the possibility that, in some situations (for example, when a consumer’s self-view is temporarily threatened; see Gao et al, 2009) and for certain consumers (for example, those with a chronically low self-esteem; see Brown et al, 1988), the ‘actual’ self-view…”
Materialism: the good, the bad, and the ugly (2014, background): “describing a time in which one has acted in a self-consistent way; Shira & Martin, 2005) can also compensate for threats to specific needs (Gao et al., 2009).”