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

Dagogo‐Jack, Sokiente W.; Forehand, Mark R.

doi:10.1509/jmr.15.0041

Cited by 3 publications

(5 citation statements)

References 39 publications

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“…Our findings contribute to the growing literature on product upgrades (Bellezza, Ackerman, and Gino 2017; Dagogo-Jack and Forehand 2018; Okada 2001, 2006; Sela and LeBoeuf 2017; Wang and John 2019). Whereas previous research has documented triggers and facilitators of consumers’ decisions to purchase an upgraded product, we examine how the mere presence of upgrades affects brand preferences more broadly, including the decision to purchase the brand's product in another category.…”

Section: Discussionsupporting

confidence: 68%

“…Our research makes several contributions. First, our findings enrich the literature on product upgrades (Bellezza, Ackerman, and Gino 2017; Dagogo-Jack and Forehand 2018; Kim, Malkoc, and Goodman 2021; Miller, Wiles, and Park 2019; Okada 2001, 2006; Sela and LeBoeuf 2017; Wang and John 2019; Zhu, Chen, and Dasgupta 2008) by identifying product ownership status as an important moderator in consumer responses to upgrade releases. We also add to the literature on ownership (Beggan 1992; Kirmani, Sood, and Bridges 1999; Peck and Shu 2009), which generally documents positive effects for owners, by illustrating a context in which the effect may be mitigated.…”

supporting

confidence: 63%

“…A modest but growing stream of research has investigated product upgrades and their implications for marketing. Generally focusing on the upgrade decision-making process, research has examined psychological factors that hinder (Okada 2001; Wang and John 2019) or promote (Bellezza, Ackerman, and Gino 2017; Dagogo-Jack and Forehand 2018; Kim, Malkoc, and Goodman 2021; Okada 2006; Sela and LeBoeuf 2017; Wang and John 2019) consumers’ decisions to purchase upgrades. Examining the impact of vertical product line extensions on brand evaluation, research has shown that the release of an upgraded product is favorable for brands.…”

Section: Theoretical Foundationmentioning

confidence: 99%

See 2 more Smart Citations

An Unintended Consequence of Product Upgrades: How Upgrades Can Make Current Consumers Feel Left Behind

Jung¹,

Peck²,

Palmeira³

et al. 2022

Journal of Marketing Research

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In today’s advanced economies, consumers are constantly exposed to an increasing number of upgraded products. This research examines consumer response to a brand’s launching of an upgraded product and identifies the consumer’s ownership status of a previous version of the product as a key dimension that can influence their reaction. Contrary to common intuition, it is demonstrated that while the release of an upgraded product is received positively by non-owners of a previous version, this is not always the case for owners. The authors propose that owners respond unfavorably because the new upgrade increases perceived distance between the owners and the brand as the brand progresses forward with the enhanced products. That is, when the new product replaces an existing product the consumers own, consumers perceive as if the brand is moving away from them. This negative effect of an upgrade is attenuated if the owners are provided with an extra source of connection to the brand. The authors investigate this phenomenon in five studies and discuss the implications of their findings.

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Section: Discussionsupporting

confidence: 68%

supporting

confidence: 63%

Section: Theoretical Foundationmentioning

confidence: 99%

See 1 more Smart Citation

An Unintended Consequence of Product Upgrades: How Upgrades Can Make Current Consumers Feel Left Behind

Jung¹,

Peck²,

Palmeira³

et al. 2022

Journal of Marketing Research

View full text Add to dashboard Cite

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“…starting a tough work-out routine, learning a new language or a skill. Research also indicates that consumers use brands that fulfill their self-needs including their need for self-improvement (Escalas and Bettman, 2003) which is associated with the increase in product upgrade intention for self-connected brands (Dagogo-Jack and Forehand, 2018). Similarly, SMI literature also shows that followers desire to mimic SMIs because they view them as taste and opinion leaders (Ki and Kim, 2019).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Social media influencer (SMI) as a human brand – a need fulfillment perspective

Malik

Thapa

Paswan

2022

JPBM

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Purpose Social media influencers (SMIs) are becoming a powerful force within the marketing and branding landscape, with several leading brands opting to use SMI endorsements for their products and brands. Extant SMI literature has primarily focused on the influence mechanism exerted by SMIs on their followers. Less is known about how followers view their favorite SMIs. This study aims to explore the SMI–follower relationship from the follower’s perspective and examine the underlying attachment mechanism. Design/methodology/approach First, a qualitative study was conducted to explore the attributes that individuals consider following an SMI and ensure that it is consistent with the literature review. This was followed by a survey-based quantitative study where a structural equation modeling technique was used to test the hypotheses using 508 SMI followers. Findings Followers find the SMI as a source to fulfill their intrinsic needs, that is, need to escape or self- improvement. The findings of this study suggest that followers attribute glamor, fun and connectedness to the SMIs driven by their need for self-improvement and fun with their need to escape. Finally, these attributions influence the overall perceived image of the SMI in followers' minds. Originality/value This study uses qualitative and quantitative approaches to picture SMIs as human brands from a follower's need fulfillment perspective.

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“…The theoretical framework of psychological ownership theory suggested pseudo-ownership appeal would induce consumers’ psychological ownership of the advertised brand via an egocentric categorization of the brand as part of the self (Dagogo-Jack and Forehand, 2018; Weiss and Johar, 2013; Weiss and Johar, 2016). Four experiments explored the effects of pseudo-ownership advertising appeal on psychological ownership and consumer responses toward both a single business brand and local products overall.…”

Section: Introductionmentioning

confidence: 99%

Pseudo-ownership advertising appeal creates brand psychological ownership: the role of self-construal and customer type

Kou

Powpaka

2020

JPBM

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Purpose In the advertising strategy called pseudo-ownership advertising appeal, ownership-implying language (e.g. my, our or your) is used to induce consumers’ “ownership” of a brand. This study aims to investigate the influence of pseudo-ownership advertising appeal on brand psychological ownership and consequent brand attitude, purchase intention and choice. This study also assessed the relative effectiveness of different types of possessive pronouns in different customer segments. Design/methodology/approach Four experiments, involving both students and non-students, were conducted to test the hypotheses. Experiments 1 and 2 investigated the effects of the first-person singular and plural possessive pronouns (“my” and “our”) on psychological ownership and on brand attitude, purchase intention and choice. Experiment 3 investigated the interacting effects of self-construal (independent vs interdependent) and possessive pronoun (singular vs plural) on psychological ownership and brand attitudes. Experiment 4 investigated the interacting effects of customer type (potential vs current) and possessive pronoun (first-person vs second-person) on psychological ownership and brand attitudes. Findings Pseudo-ownership advertising appeal resulted in the development of brand psychological ownership, as well as inducing favorable attitudes, purchase intentions and brand choice. Furthermore, consumers with interdependent self-construal developed stronger psychological ownership when pseudo-ownership advertising appeal incorporated plural possessive pronouns, and consumers with independent self-construal developed stronger psychological ownership when pseudo-ownership advertising appeal incorporated singular possessive pronouns. Potential consumers developed stronger psychological ownership when pseudo-ownership advertising appeal incorporated second- vs first-person possessive pronouns, and current consumers developed the same psychological ownership for first- and second-person possessive pronouns. Originality/value Possessive pronouns used in advertising can enhance brand psychological ownership. Conditions that moderate the relative effectiveness of first- vs second-person and singular vs plural possessive pronouns on brand psychological ownership and consequential consumer responses can be identified. These findings extend research focusing solely on the self-referencing effects of second-pronoun use (“you”) in advertising on consumer attitudes and behaviors by paying attention to the “ownership” effects of possessive pronouns.

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

Cited by 3 publications

References 39 publications

An Unintended Consequence of Product Upgrades: How Upgrades Can Make Current Consumers Feel Left Behind

An Unintended Consequence of Product Upgrades: How Upgrades Can Make Current Consumers Feel Left Behind

Social media influencer (SMI) as a human brand – a need fulfillment perspective

Pseudo-ownership advertising appeal creates brand psychological ownership: the role of self-construal and customer type

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