This research aims to analyze the relationship between social groups and consumer preferences for brand identifiers, and argues that the presence (vs. absence) of dissociative desire towards an out-group promotes preferences for products with prominent logos rather than subtle ones. We propose that dissociative desire activates self-verification processes, which, in turn, explain the greater preference for highly prominent logos. The results of two experimental studies supported our hypotheses and offer implications for brand theory and management.
Dissociative desire and conspicuous consumption: the mediating role of brand self-verification
Cardamone E.;Miceli G.;
2021-01-01
Abstract
This research aims to analyze the relationship between social groups and consumer preferences for brand identifiers, and argues that the presence (vs. absence) of dissociative desire towards an out-group promotes preferences for products with prominent logos rather than subtle ones. We propose that dissociative desire activates self-verification processes, which, in turn, explain the greater preference for highly prominent logos. The results of two experimental studies supported our hypotheses and offer implications for brand theory and management.File in questo prodotto:
Non ci sono file associati a questo prodotto.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
