| Blog |
| Home |
| Login |
| Subscribe / Renew |
| Search the Archives |
| RSS |
| Free Issue |
New research indicates that possessing certain branded objects directly influences our perceptions of ourselves. It complements earlier studies indicating that people share their self-concepts with themselves and others through the objects with which they surround themselves. The researchers found that “using brands with appealing personalities can rub off on the way consumers see themselves even if the brand is use for only a short time.” This determination has implications for the use of known and branded furnishings in both public and private spaces.
Jil Park and Deborah John “Got to Get You Into My Life: Do Brand Personalities Rub Off On Consumers? Journal of Consumer Research, in press.
