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If you feel a little snobbier when behind the wheel of a BMW, or a little more outdoorsy when you slip on a North Face fleece, or a little hipper when using your new MacBook Air -- you're not alone, as they say. It's widely known that a product's brand image has a profound impact on our own self-image, but a new study finds that we may actually change our personality to match the "personality" of a brand.
"For example, if I want to convey an image of being adventurous, I might buy a Harley-Davidson motorcycle or wear casual clothes from outdoor adventure companies such as REI," says Deborah Roedder John, a marketing professor at the University of Minnesota and one of the authors of the study published in the December issue of the Journal of Consumer Research. (You can find the report here, but a subscription is required.)
John continues, "But our prior research didn't delve into the question of whether consumers actually 'took on' the personalities of these brands they selected to boost their self-images: If you buy a Harley motorcycle, will you really see yourself as more adventurous?"
For one part of the study, the University of Minnesota researchers recruited about 100 volunteers -- all women, all between the ages of 18 to 34 -- at a mall, asking each of them to carry around for an hour the shopping bag of their choice: a bag from Victoria's Secret, Old Navy or Limited Too. Every participant chose the pink Victoria's Secret bag. When they came back from an hour of shopping, Victoria's Secret shopping bag in tow, they were asked to take a survey rating how they felt about themselves. The researchers found that the "personality" of Victoria's Secret -- sexy, glamorous, feminine -- actually did make some of their volunteers feel sexier, more glamorous and more feminine. (No word on whether carrying around a bag from Victoria's Secret made some feel a little like a 15-year-old.)
The same researchers did a similar experiment instructing participants to write with a pen with an MIT logo on it, with similar results -- some of the participants really did feel smarter when using their MIT pen. (The researchers conducted four separate studies, involving more than 200 participants in all, John says.)
The trick is this: If you're the kind of person who thinks a particular brand will make you more feminine, or more glamorous, then it will. That's called "entity theory," and it means you're the kind of person who seeks out products to make you feel a certain way about yourself. But if you're not the kind of person who feels that way about the brands you buy, well -- then you won't feel much of anything after using a particular brand. That one's called "incremental theory." You might think you're staunchly one way or the other, but these researchers primed their participants to identify with one of those theories by having them read an article promoting it.
The study results shed light on how those "entity theorists" and "incremental theorists" experience brands differently. An entity theorist is -- well, let's just let the experts explain it, as John and her colleague Ji Kyung Park write in the report:
Individuals who endorse entity theory view their personal qualities as something they cannot improve through their own direct efforts; instead, they seek out opportunities (such as brand experiences) to signal their positive qualities to the self or others. Conversely, individuals who endorse incremental theory view their personal qualities as something they can enhance through their own efforts at self‐improvement, reducing the value of signaling opportunities through brands.
"For consumers, our study could help them understand how brands really affect them -- just carrying a shopping bag with the Victoria's Secret name makes you feel more glamorous, feminine, and good-looking (at least for a good deal of people we call 'entity theorists')," John says. "So, you don't really need to buy and use the brand--just have some association with it. Maybe this is a money-saving tip for anyone strapped for money during these recessionary times?"
What do you think? How does the stuff you buy influence the way you feel about yourself -- or does it at all?
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Leave a Comment:
maybe when i was 12-16. not so much as an adult @ 50.
If I got the item cheap, then my wallet feels heavier. That's the only feeling that matters when buying stuff.
Ditto with msra....maybe when I was an impressionable adolescent.
It would be interesting to find out if these entity theorists had access to "brand names" as a kid. Were they convinced they had less worth as an individual because they were unable to sport the 'cool kids' brands? Are they making up for lost time?
When I was growing up we were poor....had less than the median income. I sometimes wore hand-me-downs from my cousin. I loved these clothes because I didn't have anything better. I didn't even know what brand names were. I just feel good if something fits well and is not out of date. It doesn't have to cost a fortune or have a "brand" name on it. It's just "stuff".
Anyone who requires material validation to feel superior or a brand name to change or alter their self image may have little going on in the way of security or comfort with themselves to begin with. They are a marketer's dream come true. "Want to feel better about yourself and your miserable self image? Here, allow me access to your billfold or purse and consider your self esteem repaired." HAHAHA!
I think it's a valid study and I think the results can be applied to more that just clothes. Most people want to feel like they belong to something, want to identify with one group or another, whether that group be people who shop at the Gap, fans of the Green bay Packers, or members of the same church. We like to associate with people who share our ideas, and if you don't have any ideas of your own, then Brand X is more that willing to sell you some of their ideas.
Example #1 Mac - The Mac brand has been completely remade in the last decade and the strategy has worked extremely well. It started with computers becoming commonplace in all homes in the country and suddenly the geek you knew in high school wasn't just wasting his time, he's now making $80K+ a year doing tech support. Then someone comes along and decides there needs to be a second market for computers, aimed at the young and affluent, who don't mind spending a premium for a piece of that brand recognition. Even the CEO presents an image of young and hip wearing jeans and a turtleneck, even though he's worth billions. Now we've got the iMac, Macbook, iPod, iPhone, and iPad and people are lined up around the block to be the first to have the 'Next big thing'. Most of us have had the experience of being condecended to by the Mac people who see themselves as the technological elite and the rest of us are just Ludites.
Example #2 - I play a decent amount of video games, but I usually play stuff that's more involved and has a good story (Spiderman, God of War and Fallout 3) The few gamers that I work with don't usually play these games. Over the past year I got hooked of Call of Duty: Modern Warfare 2, which some of my coworkers do play. I started to feel a connection to my coworkers and the other people who play the game, like I was part of a group that I hadn't belonged to before. I liked being able to discuss games in the workplace with people who knew what I was talking about. And now that I've moved onto a different game while the newest Call Of Duty has come out, I'm feeling some alienation from those same coworkers because we're not playing the same game anymore.
I definitely feel confident and sexy and more likely to to talk to a hot stranger if he previously saw me getting out of my BMW, more so than when I got out of my old maxima. I also hate to admit that at the mall id rather get a large nordstom or j crew bag even if i buy something small and then put the forever21 or old navy bags inside of that one.
Thanks for your honesty. I think we can all understand the human dynamic in play in these situatiuons. It's likely many of us have done or felt something of this nature even if we are "incrementalists."
I carried Saks bags LOL
Or maybe people buy those products because they reflect their real personalities. And the personality you saw before was phoney and made to fit the world. Something 99% of us do on a daily basis.
I can imagine people see me a certain way if I am carrying a certain shopping bag. I then if I identify with how I think people see me, then it is easy see myself like that. The problem with this is it requires that other people be present so that I see them seeing me. But I don't really know what others think, what I identify with and feel like is dependent on external people, so it's all phony.
I see people who are acting out what they are wearing as snobs. I resent someone passively using my presence and the fact that I looked at them to boost their fake self-esteem without my consent.
I remember years ago my #2 daughter crying in front of the t.v. when I asked her what was wrong she said they said if you don't look good we don't look good. she was 5 or 6, but there is truth to this b.s. I would also go so far to say against my better judgement , depending on your estrogen levels......uuuuu chalk one up for the good team!
I agree with most comments above; however fact is like it or not our society judges us on how we look and how we dress. It's easy enough (for some that can afford it) to stage your own test: Try dressing in the most expensive outfit you own and even add an expensive designer hand-bag (borrow one from a friend if necessary). Also a good idea to have your *hair* freshly and smartly styled, fresh make-up, etc. Once you are really 'dressed to kill' walk around your local mall or shopping center on a *busy* day. Speak and/or smile to people that pass you by or at least make eye contact with them; those could include store clerks, mall cafe workers, security, etc. Take specific note on the reactions you receive from folks. Later on another busy day (or the same day), go back to the mall dressed 'down', old jeans, pull-over, sweats, maybe even a cap but no obvious designer clothes. Try to interact with folks *exactly* as you did when you were "dressed". Later, evaluate both experiences and determine if you received more or less attention, depending on how you were dressed.
Do I really want people to look and me and think "she just bought a bunch of undies, and now she's carrying them around..."??? I don't care how cute those undies are, it's none of your business to think about them. Wouldn't have chosen the VS bag. Maybe a Best Buy bag.
I agree - when I buy underwear/bra that's for me to know. And the bag situation in general, as far as I know Limited Too is a kids clothing company, and Old Navy just doesn't fit me typically. Anytime I go to V.S. I end up shoving the bag into my purse (and generally will try to shove any bag if its small enough into my purse or put it in my non-BMW car which I am thrilled to own.)
I stayed at a Holiday Inn Express...so now I actually AM smarter.
I watched Matlock in a bar last night. The sound wasn't on but I think I got the gist of it. ^_^
Those of us who are life time motorcycle riders do not see Harley Davidson as being an adventurous brand. We see it as a brand for people who can't read Consumer Reports, Motor trend, Edmunds, or Kelly Blue Book. "Why don'tley Riders ever wave? They're afraid of dropping their tools"
HA! I never thought of that! I thought they were just stuck up. Guess I'll have to be more sympathetic to their plight.
We're paying tax dollars to see if carrying a bag will make you feel sexier? Sigh. No - we don't have a debt problem in this country, not at all.
What makes you think this was a government financed study?
Diana T-2667906: I don't believe your tax dollars had anything to do with a MARKETING SURVEY done by a MARKETING PROFESSOR at the UNIVERSITY OF MINNESOTA. But go ahead and keep thinking you're getting raped by the government at every turn. Some of us, who actually are in the business world, find this kind of study enlightening.
Diana T-2667906, a quick click of the link above will show that the research was performed by the main author as he wrote his doctoral dissertation. It's unlikely that this study cost more than $500 and almost no chance that it came from federal tax dollars.
I actually like studies like this on our behavior -- it explains purchases of those awkwardly-sized iPads!
Thanks for your honesty - it gives good insight into human nature. Most everyone can probably "empathize" with your thinking.
I am 50+ and I believe that if you look sexy at any age it is in the eye of the person looking at you. If you are married and your man does not make you feel sexy then you need to smack him with a wet fish. You are beautiful at any age, to be sexy Ladies you need to have all the right body parts, God took care of that.
Come on, "Get Real," and get with the program.
Why does Diana T think this is a tax-funded study? Because Professor Roedder John is an employee of the state of Minnesota. She gets paid VERY BIG BUCKS (around $200,000 per year).
Regardless of whether you like or don't like her or her research, this prof is clearly tax-funded!
And I wonder as well, about the merits of this particular study.
So what portion of his pay to perform this survey for his doctoral dissertation is tax subsidized? Do you know? How much is from tuition and other funding sources? Just asserting that his entire yearly salary, of a supposed $200,000.00, is all garnered from the nation's tax payers is a little more "out of touch" than any comment I made.
I'm laughing and evaluating myself. Um . . .I lose!!! No bag, no mall, no designer outlet anywhere NEAR me. Is Carhartt socially acceptable? YES! Where I live anyway. The fashionista attitude is materialistic and superficial. That's not WHO we are, that's what a person wears. Our attitude should be determined only by ourselves. Each morning when I get out of bed, still in my pajamas....I can look in the mirror and remind myself that the day is what I make it. Not a bag on my arm, but some sexy V.S. (maybe they are from JCP, but who will know?!) undies under my worn out jeans.....I'm the only one that knows. Should be the only one that cares!
I wonder what they say about people like me, who specifically avoid wearing clothes that tout name brands. I look for quality and long-term traditional styles, rather than being a free walking advertisement. I feel sorry for the people who lack the self-confidence to be themselves.
I totally agree, I tend to avoid brand names of any kind when it comes to clothes. I just shake my head whenever I see someone wearing Ed Hardy and wonder "How could anyone in their right mind pay $200 for a tshirt?" I'm a little more pickey when it comes to electronics (like my Sony TV and Sony PS3) however those stay in my home, I don't parade them around in front of the neighbours. For clothes specifically, I think there's a stronger pull towards brands when you're younger and someone else is buying the stuff, and as we get older we grow out of that mentallity. I think the current Gen Y and the new Gen 0 are holding onto that mentality for longer though. I work with more than a few people in their 30's that are always wearing DC Shoes (and hats) and Religion jeans and Ed hardy shirts all of the time. I think though that this phenomenon can be seen in other things too. When you are dressed in your workout gear and ready to excercise, do you feel healthier? Do you feel a bit of contempt for people sitting around doing nothing? I'm interested to see how many other aspects of our lives and personalities this could be found to affect.
Makes sense. If you are standing next to some old bag you likely feel sexier. lol
I'm the reverse of this. There are many brands I won't buy because of the snob appeal. I'm not about to pay extra just for a name. I buy what fits and what I like and I don't like spending too much. Lot's more important to have money for the wife and kids than clothes and things for me.
This is possibly the dumbest study full of "duh!" I've ever seen. Did they actually get money to perform this?
With me it's the feed back I get from wearing certain things. Not the brand. My self esteem goes thru the roof.
Well duh! Anyone will tell you that they feel better driving a new car than an old car.