Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Can a Victoria's Secret shopping bag make you feel glamorous?

22.06.2010
Certain brands have personalities that can actually change the way some people feel about themselves, according to a new study in the Journal of Consumer Research.

"Why are brands such as Cartier, Harley-Davidson, and Nike so well-liked by consumers? One of the reasons is that they have appealing personalities," write authors Deborah Roedder John and Ji Kyung Park (both University of Minnesota).

When consumers use a brand with an appealing personality, does the brand's personality rub off on them? "Absolutely," say the authors. "Using brands with appealing personalities can rub off on the way consumers see themselves, even if the brand is used for only a short time."

The researchers conducted four studies that revealed two types of consumers. In the first study, they asked female shoppers in a local mall to carry a shopping bag for an hour during their shopping trip. Shoppers were allowed to use either a Victoria's Secret shopping bag or a plain pink shopping bag. After an hour, shoppers were asked to rate themselves on a list of personality traits, including traits associated with the Victoria's Secret brand. Shoppers who carried the Victoria's Secret bag perceived themselves as more feminine, glamorous, and good-looking than shoppers who carried the plain shopping bag.

... more about:
»Consumer Research »Consumers »shoppers

The researchers discovered the participants had different beliefs about their personalities. "Consumers most affected by their experience with Victoria's Secret held certain beliefs about their personalities," the authors write. "They believe their personal qualities are fixed and cannot be improved by their own efforts at self-improvement. Therefore, they look for ways to signal their positive qualities through other means, such as brands." People who were not affected by carrying the Victoria's Secret bag believed that their personal qualities were more flexible and could change for the better by their efforts to improve themselves.

In subsequent studies, the authors found that some people felt more intelligent, and more like leaders when they carried a pen embossed with an MIT logo. In one study, this was the case even after some participants were led to believe they did poorly on a math test.

Ji Kyung Park and Deborah Roedder John. "Got to Get You Into My Life: Do Brand Personalities Rub Off on Consumers?" Journal of Consumer Research: February 2011. A preprint of this article (to be officially published online soon) can be found at http://journals.uchicago.edu/jcr).

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu
http://journals.uchicago.edu/jcr

Further reports about: Consumer Research Consumers shoppers

More articles from Studies and Analyses:

nachricht WAKE-UP provides new treatment option for stroke patients | International study led by UKE
17.05.2018 | Universitätsklinikum Hamburg-Eppendorf

nachricht First form of therapy for childhood dementia CLN2 developed
25.04.2018 | Universitätsklinikum Hamburg-Eppendorf

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Molecular switch will facilitate the development of pioneering electro-optical devices

A research team led by physicists at the Technical University of Munich (TUM) has developed molecular nanoswitches that can be toggled between two structurally different states using an applied voltage. They can serve as the basis for a pioneering class of devices that could replace silicon-based components with organic molecules.

The development of new electronic technologies drives the incessant reduction of functional component sizes. In the context of an international collaborative...

Im Focus: LZH showcases laser material processing of tomorrow at the LASYS 2018

At the LASYS 2018, from June 5th to 7th, the Laser Zentrum Hannover e.V. (LZH) will be showcasing processes for the laser material processing of tomorrow in hall 4 at stand 4E75. With blown bomb shells the LZH will present first results of a research project on civil security.

At this year's LASYS, the LZH will exhibit light-based processes such as cutting, welding, ablation and structuring as well as additive manufacturing for...

Im Focus: Self-illuminating pixels for a new display generation

There are videos on the internet that can make one marvel at technology. For example, a smartphone is casually bent around the arm or a thin-film display is rolled in all directions and with almost every diameter. From the user's point of view, this looks fantastic. From a professional point of view, however, the question arises: Is that already possible?

At Display Week 2018, scientists from the Fraunhofer Institute for Applied Polymer Research IAP will be demonstrating today’s technological possibilities and...

Im Focus: Explanation for puzzling quantum oscillations has been found

So-called quantum many-body scars allow quantum systems to stay out of equilibrium much longer, explaining experiment | Study published in Nature Physics

Recently, researchers from Harvard and MIT succeeded in trapping a record 53 atoms and individually controlling their quantum state, realizing what is called a...

Im Focus: Dozens of binaries from Milky Way's globular clusters could be detectable by LISA

Next-generation gravitational wave detector in space will complement LIGO on Earth

The historic first detection of gravitational waves from colliding black holes far outside our galaxy opened a new window to understanding the universe. A...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Save the date: Forum European Neuroscience – 07-11 July 2018 in Berlin, Germany

02.05.2018 | Event News

Invitation to the upcoming "Current Topics in Bioinformatics: Big Data in Genomics and Medicine"

13.04.2018 | Event News

Unique scope of UV LED technologies and applications presented in Berlin: ICULTA-2018

12.04.2018 | Event News

 
Latest News

When corals eat plastics

24.05.2018 | Ecology, The Environment and Conservation

Surgery involving ultrasound energy found to treat high blood pressure

24.05.2018 | Medical Engineering

First chip-scale broadband optical system that can sense molecules in the mid-IR

24.05.2018 | Physics and Astronomy

VideoLinks
Science & Research
Overview of more VideoLinks >>>