Predicting Affect from Global Self-discrepancies: The Dual Role of the Undesired Self

Heppen, Jessica; Ogilvie, Daniel M.

doi:10.1521/jscp.22.4.347.22898

Cited by 48 publications

(67 citation statements)

References 26 publications

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“…depression and happiness), actual/feared discrepancy was the strongest predictor. Similar results based on the undesired self, according to Ogilvie (1987), were reported by Ogilvie and Clark (1992), Cheung (1997), and Heppen and Ogilvie (2003). In order to understand both approach and avoidance tendencies and anti-choice behaviour, Hogg and Banister (2001) introduced the undesired self into the field of consumer behaviour.…”

supporting

confidence: 75%

Undesired self‐image congruence in a low‐involvement product context

Bošnjak

Rudolph²

2008

European Journal of Marketing

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Nutzungsbedingungen:Dieser Text wird unter einer Deposit-Lizenz (Keine Weiterverbreitung -keine Bearbeitung) Abstract Purpose -The paper seeks to investigate the incremental value of a construct termed "undesired self-image congruence", and capture consumers' perceived closeness to negatively valenced brand-related attributes over and above established self-image congruence factors known to affect consumption-related attitudes and intentions. Design/methodology/approach -A questionnaire-based study was used to assess consumers' attitudes and intentions to consume a low-involvement product (Marlboro cigarettes; n = 211). Hierarchical multiple regression analyses were employed to determine the incremental predictive value of the newly introduced undesired congruity component over and above established self-image congruence facets. Findings -Undesired congruity proved its substantial and incremental value in predicting consumption-related attitudes, but did not directly influence purchasing intentions.Research limitations/implications -Avoidance motives related to undesired brand images appear to influence purchase decisions at early stages of the decision-making process, namely in attitude formation and evaluative responding. Controlled experimental approaches with a broader set of products should be used to corroborate this potential research implication. Practical im plications -Because negative stereotypical images appear to feed into purchase-related decision processes at early stages, due caution should be exerted in primary data collection and brand positioning. Primary data collection should capture both positive and negative brand-related meanings attributed by consumers. Because the results show that undesired congruity has an incremental explanatory effect, positive versus negative symbolic meanings are clearly not just "two sides of the same coin". Consequently, brand positioning should define its strategy by simultaneously maximizing both the closeness to desired symbolic meanings and the distance to undesired symbolic associations. Originality/value -The value of the paper lies in testing the operation of undesired congruity and in quantifying its incremental contribution in the symbolic consumption context.

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supporting

confidence: 75%

Undesired self‐image congruence in a low‐involvement product context

Bošnjak

Rudolph²

2008

European Journal of Marketing

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“…One empirical implication is that self-protection is a more urgent priority than self-advancement, given that, in general, ''bad is stronger than good'' (Baumeister, Bratslavsky, Finkenauer, & Vohs, 2001). For example, the discrepancy between the self one currently is and the self one fears he or she might become predicts emotional states better than the discrepancy between the self one currently is and the self one would ideally like, or feels morally obliged, to be (Heppen & Ogilvie, 2003). Individual differences also moderate which strategy people adopt: Those with higher self-esteem prioritize self-advancement, whereas those with lower self-esteem prioritize selfVolume 3-Number 2 protection (Tice, 1991), in keeping with their corresponding tendencies towards risk-seeking or risk-aversion (Josephs, Larrick, Steele, & Nisbett, 1992).…”

Section: Dimensions Of Self-enhancementmentioning

confidence: 99%

Self-Enhancement: Food for Thought

Sedikides¹,

Gregg

2008

Perspect Psychol Sci

662

467

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ABSTRACT-Self-enhancement denotes a class of psychological phenomena that involve taking a tendentiously positive view of oneself. We distinguish between four levels of self-enhancement-an observed effect, an ongoing process, a personality trait, and an underlying motiveand then use these distinctions to organize the wealth of relevant research. Furthermore, to render these distinctions intuitive, we draw an extended analogy between selfenhancement and the phenomenon of eating. Among the topics we address are (a) manifestations of self-enhancement, both obvious and subtle, and rival interpretations; (b) experimentally documented dynamics of affirming and threatening the ego; and (c) primacy of self-enhancement, considered alongside other intrapsychic phenomena, and across different cultures. Self-enhancement, like eating, is a fundamental part of human nature.Many thinkers have remarked that human beings hold an excessively flattering view of themselves and of things associated with the self.

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“…The relationship between self-discrepancy theory, feared selves and emotions might translate into explaining, in part, the reflexive nature of different possible selves (feared versus ought self) and approach/avoidance motivation. Other recent work identifies the role of the undesired self within the context of selfdiscrepancy theory (Heppen and Ogilvie, 2003), which also potentially might offer some valuable additional insights into the role of emotions and discrepancy reduction. "While both ideal and feared discrepancies were correlated with dejectionrelated emotions (i.e.…”

Section: The Subordinate: Macro/molar Levelmentioning

confidence: 99%

Mapping symbolic (anti-) consumption

Hogg¹,

Banister²,

Stephenson³

2009

Journal of Business Research

150

143

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Rejection is at the heart of anti-consumption and is therefore key to some of the central relationships in symbolic consumption. However, researchers find rejection difficult to study because of the lack of material traces. This article draws on earlier frameworks to develop a new integrated and expanded conceptualization in order to achieve a more nuanced view of how rejection operates within symbolic consumption; and also to initiate research directions for investigating and theorizing rejection in anti-consumption. The focus on anti-consumption incorporates the interaction between avoidance, aversion and abandonment, and the relationship between distastes and the undesired self (mediated by the marketing, social and individual environments). A series of interrelationships and illustrations suggest how the expanded conceptualization is useful for theorizing and investigating anti-consumption. Crown

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Predicting Affect from Global Self-discrepancies: The Dual Role of the Undesired Self

Cited by 48 publications

References 26 publications

Undesired self‐image congruence in a low‐involvement product context

Undesired self‐image congruence in a low‐involvement product context

Self-Enhancement: Food for Thought

Mapping symbolic (anti-) consumption

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