The signature effect: Signing influences consumption-related behavior by priming self-identity

Keri Kettle, Gerald Häubl

Research output: Contribution to journalArticle

31 Citations (Scopus)

Abstract

Evidence from four studies shows that signing one's name influences consumptionnrelated behavior in a predictable manner. Signing acts as a general self-identity prime that facilitates the activation of the particular aspect of a consumer's self-identity that is afforded by the situation, resulting in behavior congruent with that aspect. Our findings demonstrate that signing causes consumers to become more (less) engaged when shopping in a product domain they (do not) closely identify with (studies 1 and 2), to identify more (less) closely with in(out)-groups (study 3), and to conform more with (diverge more from) in(out)-groups when making consumption choices in preference domains that are relevant to signaling one's identity (study 4). We discuss the theoretical and practical implications of these findings.

Original languageEnglish (US)
Pages (from-to)474-489
Number of pages16
JournalJournal of Consumer Research
Volume38
Issue number3
DOIs
StatePublished - Oct 2011
Externally publishedYes

Fingerprint

outgroup
activation
cause
evidence
Priming
Signature
Self-identity
Signing
Outgroup
Shopping
Activation
Names
Causes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing
  • Arts and Humanities (miscellaneous)
  • Anthropology

Cite this

The signature effect : Signing influences consumption-related behavior by priming self-identity. / Kettle, Keri; Häubl, Gerald.

In: Journal of Consumer Research, Vol. 38, No. 3, 10.2011, p. 474-489.

Research output: Contribution to journalArticle

@article{ded55fe2adc04ec1911e8d990dac2519,
title = "The signature effect: Signing influences consumption-related behavior by priming self-identity",
abstract = "Evidence from four studies shows that signing one's name influences consumptionnrelated behavior in a predictable manner. Signing acts as a general self-identity prime that facilitates the activation of the particular aspect of a consumer's self-identity that is afforded by the situation, resulting in behavior congruent with that aspect. Our findings demonstrate that signing causes consumers to become more (less) engaged when shopping in a product domain they (do not) closely identify with (studies 1 and 2), to identify more (less) closely with in(out)-groups (study 3), and to conform more with (diverge more from) in(out)-groups when making consumption choices in preference domains that are relevant to signaling one's identity (study 4). We discuss the theoretical and practical implications of these findings.",
author = "Keri Kettle and Gerald H{\"a}ubl",
year = "2011",
month = "10",
doi = "10.1086/659753",
language = "English (US)",
volume = "38",
pages = "474--489",
journal = "Journal of Consumer Research",
issn = "0093-5301",
publisher = "University of Chicago",
number = "3",

}

TY - JOUR

T1 - The signature effect

T2 - Signing influences consumption-related behavior by priming self-identity

AU - Kettle, Keri

AU - Häubl, Gerald

PY - 2011/10

Y1 - 2011/10

N2 - Evidence from four studies shows that signing one's name influences consumptionnrelated behavior in a predictable manner. Signing acts as a general self-identity prime that facilitates the activation of the particular aspect of a consumer's self-identity that is afforded by the situation, resulting in behavior congruent with that aspect. Our findings demonstrate that signing causes consumers to become more (less) engaged when shopping in a product domain they (do not) closely identify with (studies 1 and 2), to identify more (less) closely with in(out)-groups (study 3), and to conform more with (diverge more from) in(out)-groups when making consumption choices in preference domains that are relevant to signaling one's identity (study 4). We discuss the theoretical and practical implications of these findings.

AB - Evidence from four studies shows that signing one's name influences consumptionnrelated behavior in a predictable manner. Signing acts as a general self-identity prime that facilitates the activation of the particular aspect of a consumer's self-identity that is afforded by the situation, resulting in behavior congruent with that aspect. Our findings demonstrate that signing causes consumers to become more (less) engaged when shopping in a product domain they (do not) closely identify with (studies 1 and 2), to identify more (less) closely with in(out)-groups (study 3), and to conform more with (diverge more from) in(out)-groups when making consumption choices in preference domains that are relevant to signaling one's identity (study 4). We discuss the theoretical and practical implications of these findings.

UR - http://www.scopus.com/inward/record.url?scp=80052768879&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=80052768879&partnerID=8YFLogxK

U2 - 10.1086/659753

DO - 10.1086/659753

M3 - Article

VL - 38

SP - 474

EP - 489

JO - Journal of Consumer Research

JF - Journal of Consumer Research

SN - 0093-5301

IS - 3

ER -