Egocentric Improvement Evaluations: Change in the Self as an Anchor for Brand Improvement Judgments

Abstract

Prior research has identified product improvement perceptions as critical to consumers’ product upgrade decisions (e.g., upgrading to a new iPhone), but little work has examined factors influencing these improvement perceptions. This research shows that drawing consumers’ attention to their global self-improvement can increase product improvement judgments and upgrade intentions when self–brand connection is high, a phenomenon the authors refer to as egocentric improvement evaluation. In line with egocentric categorization theory, which identifies the self as a dominant reference category in product judgment, the authors demonstrate cognitive drivers of the effect. Specifically, egocentric improvement evaluations are moderated by self-focus, which determines whether the self is an accessible reference category. Furthermore, the authors propose that egocentric improvement evaluations also have a motivational driver: consumers project their self-improvement onto self-connected brands to satisfy self-enhancement motives. The core effect is moderated by self-affirmation, which quells the need for self-enhancement, and by self-threat, which heightens the need for self-enhancement. The authors investigate this effect in five studies and discuss the theoretical and practical implications.

The influence of interpersonal relationships on brand‐related behaviors for gifted brands

“…If our assumption that the gift is situated within the relational self is correct, however, then, the differences in outcomes for nondurable (vs. durable) gifts should disappear when the relational self is otherwise activated since it would be redundant. This is consistent with research suggesting that when the self is a primary reference point in the evaluations of objects, such as brands, the accessibility of a self-concept to evaluations is driven largely by cognitive processes (Dagogo-Jack & Forehand, 2018;Weiss & Johar, 2013).…”

“…For instance, Dagogo-Jack and Forehand (2018) showed that evaluations of brand improvement were more likely to be influenced by self-anchoring effects if the self was made an accessible reference point. Thus, if the gift is not part of the relational self and some other operations were at work, then nondurability (vs. durability) should continue to matter to self-brand connections and brand attitudes when the relational self is otherwise activated.…”

The role of brand in overcoming consumer resistance to autonomous vehicles

“…In this study, we aim to address the two research gaps discussed above in the context of AVs. By building on the self‐brand connection literature (Park et al, 2010), we extend prior research (Butcher et al, 2019; Dagogo‐Jack & Forehand, 2018; Magnoni & Roux, 2012) and we show that higher connection to brands is associated with lower resistance to radical innovations, because of lower perceived risk barriers (Study 1). More importantly, in Study 2 we show that the strength of this relationship depends on the brand's concept (Torelli et al, 2012), such that it is significantly weaker for brands with conservation (vs. openness) concepts.…”

“…However, we know less about whether established brands can leverage existing consumer–brand relationships when radical innovations are launched in consumer markets (Brexendorf et al, 2015; Chen et al, 2018). Research on incremental innovation shows that brands that have established strong self‐brand connections (Escalas & Bettman, 2003) can leverage these when upgrades or product‐line extensions are launched (Butcher et al, 2019; Dagogo‐Jack & Forehand, 2018; Magnoni & Roux, 2012). Yet, in the context of radical innovation, case‐based research suggests that not all brands are equally well equipped to leverage their customers' self‐brand connections (Beverland et al, 2010).…”

Identity interplay: The importance and challenges of consumer research on multiple identities

“…For example, does a divorced person attempt to revive an expelled identity as a “bachelor/ette” and adapt it to the novel circumstance of dating as a divorcee? Findings from Dagogo‐Jack and Forehand (2018) suggest that some past selves may be available as reference points against which self‐evaluations are made. This question may have interesting implications for topics such as nostalgia (e.g., Loveland et al., 2010), especially as it relates to the aforementioned compensatory consumption behavior of escapism.…”