I Can't Get You Out of My Head: The Influence of Secrecy on Consumers’ Self‐Brand Connections

Thomas, Veronica L.; Jewell, Robert D.

doi:10.1002/jcpy.1082

Cited by 19 publications

(11 citation statements)

References 33 publications

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“…Indeed, people are less likely to favor a brand if a disliked group or person holds preference for it (Berger and Heath, 2008). Consistent with this consumer-driven perspective, research also shows that using a brand in secret can lead to the formation of self-brand connections (Thomas and Jewell, 2019). But again, even these connections formed in secrecy, which are motivated by avoiding embarrassment or judgement from others, are organically driven by consumers rather than strategically induced by marketers.…”

mentioning

confidence: 81%

The role of brand personality in the formation of consumer affect and self-brand connection

McManus

Carvalho

Trifts

2021

JPBM

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Purpose This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers. Design/methodology/approach The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Mediation analyses were tested using OLS regression with the MEMORE and PROCESS macros. Findings Findings suggest increases in brand excitement and sincerity to be related to differences in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection; and brand competence and excitement to best distinguish favorable brands from unfavorable brands (Study 2). Originality/value These results support the importance of brand personality traits that are considered to be universally positive and provide managers with an initial roadmap for which brand personality traits should be prioritized when communicating with consumers.

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confidence: 81%

The role of brand personality in the formation of consumer affect and self-brand connection

McManus

Carvalho

Trifts

2021

JPBM

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“…Interactive dissemination can be as simple as posting an article or link to research that invites the public to interact through posting comments and replies, offering perspectives that may benefit future research or improve interventions. For example, Thomas and Jewell’s (2019) JCP research was the basis of a MarketWatch article (Keshner, 2018) exploring the difficulty of giving up guilty pleasures and generating 25 readers’ comments. Consider two of those comments: “It's my money and I can spend it however I want to.…”

Section: A Typology Of Relational Engagementsmentioning

confidence: 99%

Research Pathways for Societal Impact: A Typology of Relational Engagements for Consumer Psychology Research

2021

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Consumer psychology research achieves desirable societal impact when it affects positive changes in the world. Increasingly, researchers seek to understand how to increase the impact of their work. For research to have societal impact, scholars must engage with stakeholders ranging from consumers, businesses, and nonprofits, to media and the government. Earlier research presented a relational engagement approach that defined societal impact as a rewarding process involving knowledge creation, awareness, implementation, and societal benefits (J.L. Ozanne et al., 2017). This article builds upon these insights by conceptualizing a typology of relational engagements that provides different research pathways for those researchers who want to effect positive changes in society.

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“…Its underlying mechanism is similar to the preoccupation model of secrecy contended by Lane and Wegner (1995), which describes a process in which people actively suppress their thoughts, leading to even more preoccupation with the secret. Thomas and Jewell (2019) also revealed that people tend to form closer self‐brand connections if they consume the product in a secret context, due to the alternate thought suppression and intrusion.…”

Section: Background Overview and Theoretical Developmentmentioning

confidence: 99%

“Give me perfection or nothing!”: The impact of perfectionism on product evaluation as moderated by secrecy effect and name volatility

Ker

Kao

2021

J of Consumer Behaviour

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While perfectionism has been extensively explored in psychiatric and clinical psychology literature, theoretical understanding of the effects of perfectionism on consumers' evaluations of the advocated product is promising but underexplored. Therefore, this research aims to employ cases of perfectionism and secrecy effect to examine whether name volatility can moderate consumers' product evaluations. The experiment was designed to examine the effect of perfectionism on product evaluation by presenting a variety of advertisements that differed in name volatility and secrecy context manipulation. In the experiment, a total of 217 participants were randomly assigned to a 2 (secrecy context: secret vs. non‐secret) × 2 (name volatility: volatile vs. calm) × 2 (perfectionism: self‐oriented vs. socially prescribed) between‐subjects factorial design. Results demonstrated that for consumers who showed variances in the type of perfectionism, advertisements characterized by different secrecy (secret context vs. non‐secret context) and name volatility (volatile vs. calm) will lead to differential product evaluations. This research takes up the call to extend the limited attention given to perfectionism in the domain of marketing. Specifically, this research aims to explore how consumers' perfectionism affects their product evaluations and the moderating effects of secrecy and name volatility.

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I Can't Get You Out of My Head: The Influence of Secrecy on Consumers’ Self‐Brand Connections

Cited by 19 publications

References 33 publications

The role of brand personality in the formation of consumer affect and self-brand connection

The role of brand personality in the formation of consumer affect and self-brand connection

Research Pathways for Societal Impact: A Typology of Relational Engagements for Consumer Psychology Research

“Give me perfection or nothing!”: The impact of perfectionism on product evaluation as moderated by secrecy effect and name volatility

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