Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion
Yang, Rachel
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https://hdl.handle.net/2142/101490
Description
Title
Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion
Author(s)
Yang, Rachel
Issue Date
2018-06-14
Director of Research (if dissertation) or Advisor (if thesis)
Vargas, Patrick
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
self-endorsing effect
self-referencing
self-expressiveness
filters
purchase intention
Abstract
I investigated the self-endorsing effect of brand filters on brand attitudes, purchase intentions, sharing intentions, and whether self-congruity and perceived self-expressiveness mediate the relationship between these variables. I conducted two laboratory experiments each with two conditions (self-endorsing vs. other-endorsing). In the first study, participants in the self-endorsing condition viewed their own photos, which were chosen by the participants themselves, paired with a brand filter; the participants in the other-endorsing condition saw the same brand filter paired with a picture of a stranger. In the second study, the pictures that participants in the self-endorsing condition viewed were taken by the experimenter on site. The results showed that creating connections between the self and an ad with brand filters increased purchase intentions, and higher perceived self-expressiveness and self-brand congruity led to higher brand attitudes and purchase intentions. Practical implications and ideas for future studies are discussed.
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