期刊
JOURNAL OF BUSINESS RESEARCH
卷 170, 期 -, 页码 -出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2023.114353
关键词
Consumer identity; Personal signature; Identity salience; Celebrity endorsement; Extrinsic cues
类别
We explore the idea that a personal signature can serve as an extrinsic cue to trigger identity congruence. Our studies, including field experiments, demonstrate that adding a personal signature as an extrinsic cue can influence consumer behavior differently based on their identities. For instance, appending a personal signature to a product label leads to more favorable evaluations among consumers with an associative identity, but less favorable evaluations among those with a dissociative identity. We identify identity salience as the underlying process and provide insights for businesses.
We investigate the novel premise that a personal signature - an individual's own handwritten version of their name - can prime identities when used as an extrinsic cue. Evidence from seven studies, including two retail field experiments, shows that adding a personal signature as an extrinsic cue promotes identity-congruent behavior, and thus produces different effects on behavior depending on the consumer's identity. For example, adding a personal signature to a product label leads to more favorable product evaluations among consumers with an associative identity, but less favorable evaluations among consumers with a dissociative identity. We pinpoint identity salience as the process underlying this phenomenon by showing that adding a personal signature as an extrinsic cue influences behavior in an identity-diagnostic context unrelated to the personal signature. We advance the consumer identity and extrinsic cues literatures, and we offer practical business implications.
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