How Does Consumers’ Attachment to Unaffordable “Dream Brands” Affect Their Emotions and Self-Efficacy?
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study examines how someone’s attachment to an unaffordable “dream brand” product affects his or her emotions. The authors found that when people have a strong attachment to unaffordable, dream brand products, they enjoy the same positive emotional experiences as they do when they are attached to affordable brands. Interestingly, however, the results show that not all people experience positive emotions when they are strongly attached to unaffordable dream products, indicating that people’s level of overall positive emotion varies. Applying the implicit self-theory, we found that incremental theorists experience more positive emotions than entity theorists do. Furthermore, self-theory type influences the effect of attachment to a dream brand on a consumer’s self-efficacy. Lastly, the revealed psychological mechanism explains that future attainability through the realization of a consumer’s ideal self is the mediating factor between brand attachment and positive emotions. Practical implications are provided for brand communication and advertising strategy in the context of Asian business and consumers, and theoretical contributions are provided for future research on brand attachment.
Abstract
This study examines how someone’s attachment to an unaffordable “dream brand” product affects his or her emotions. The authors found that when people have a strong attachment to unaffordable, dream brand products, they enjoy the same positive emotional experiences as they do when they are attached to affordable brands. Interestingly, however, the results show that not all people experience positive emotions when they are strongly attached to unaffordable dream products, indicating that people’s level of overall positive emotion varies. Applying the implicit self-theory, we found that incremental theorists experience more positive emotions than entity theorists do. Furthermore, self-theory type influences the effect of attachment to a dream brand on a consumer’s self-efficacy. Lastly, the revealed psychological mechanism explains that future attainability through the realization of a consumer’s ideal self is the mediating factor between brand attachment and positive emotions. Practical implications are provided for brand communication and advertising strategy in the context of Asian business and consumers, and theoretical contributions are provided for future research on brand attachment.
참고문헌 (30)
- Bagozzi, R. P., "The Role of Social and Self-Conscious Emotions in the Regulation of Business-to-Business Relationships in Salesperson-Customer Interactions", Journal of Business and Industrial Marketing, 21(7), pp.453~457 (2006)
- Bagozzi, R. P., "Understanding the Consequences of Pride and Shame : How Self-Evaluations Guide Moral Decision Making in Business", Journal of Business Research, 84, pp.271~284 (2018)
- Bandura, A., "Self-Efficacy : The Exercise of Control" (1997), Freeman
- Cheavens, J. S., "Handbook of Positive Emotions", pp.396~410 (2014), Guilford Press
- Chen, G., "Validation of a New General Self-Efficacy Scale", Organizational Research Methods, 4(1), pp.62~83 (2001)
- 주우진, "What is Coming Next in Asia?: Emerging Research Issues", Academy of Asian Business Review, 1(2), pp.17~28 (2015), Academy of Asian Business (AAB)[DOI]
- Coleman, N. V., "Looking for my Self : Identity-Driven Attention Allocation", Journal of Consumer Psychology, 25(3), pp.504~511 (2015)
- Ditto, P. H., "Motivated Skepticism : Use of Differential Decision Criteria for Preferred and Nonpreferred Conclusions", Journal of Personality and Social Psychology, 63(4), pp.568~584 (1992)
- Dweck, C. S., "Self-Theories: Their Role in Motivation" (2002), Psychology Press
- Eastman, J. K., "The Impact of Generational Cohorts on Status Consumption : An Exploratory Look at Generational Cohort and Demographics on Status Consumption", Journal of Consumer Marketing, 29(2), pp.93~102 (2012)
- Fredrickson, B., "The Role of Positive Emotions in Positive Psychology: The Broaden-and-Build Theory of Positive Emotions", American Psychologis, 56(3) (2001)
- Grubb, E. L., "Consumer Self-Concept, Symbolism and Market Behavior : A Theoretical Approach", Journal of Marketing, 31(4), pp.22~27 (1967)
- 하영원, "The Psychology of Asian Consumers: What We Know and What We Don’t", Academy of Asian Business Review, 1(1), pp.1~16 (2015), Academy of Asian Business (AAB)[DOI]
- Higgins, T., "Self-Discrepancy : A Theory Relating Self and Affect", Psychological Review, 94(3), pp.319~340 (1987)
- Jun, M., "Strong Attachment to Heroes: How Does it Occur and Affect People’s Self-Efficacy and Ultimately Quality of Life?", Applied Research in Quality of Life, 11(1), pp.271~291 (2016)
- 김정구, "The Fourth Industrial Revolution and Asian Businesses and Consumers", Academy of Asian Business Review, 2(2), pp.3~10 (2016), Academy of Asian Business (AAB)[DOI]
- 김종민, "Cultural Differences in Online Review Posting Behavior: An Empirical Comparison between Korean and American Consumers", Academy of Asian Business Review, 2(1), pp.21~36 (2016), Academy of Asian Business (AAB)[DOI]
- Levy, S. R., "Stereotype Formation and Endorsement : The Role of Implicit Theories", Journal of Personality and Social Psychology, 74(6), pp.1421~1436 (1998)
- Maddux, J., "Oxford Handbook of Positive Psychology", pp.335~343 (2009), Oxford University Press
- Malär, L., "Emotional Brand Attachment and Brand Personality : The Relative Importance of the Actual and the Ideal Self", Journal of Marketing, 75(4), pp.35~52 (2011)
- Nunn K. P., "Personal Hopefulness : A Conceptual Review of the Relevance of the Perceived Future to Psychiatry", British Journal of Medical Psychology, 69(3), pp.227~245 (1996)
- Park, J. K., "Got to Get you into my Life: Do Brand Personalities Rub off on Consumers?", Journal of Consumer Research, 37(4), pp.655~669 (2010)
- Park, J. K., "I Think I Can, I Think I Can : Brand Use, Self-Efficacy, and Performance", Journal of Marketing Research, 51(2), pp.233~247 (2014)
- Brian T. Ratchford, "Interactive Marketing: Present and Future", Academy of Asian Business Review, 1(2), pp.1~15 (2015), Academy of Asian Business (AAB)[DOI]
- Sedikides, C., "Advances in Experimental Social Psychology", pp.209~269 (1997), Academic Press
- Shimul, A. S., "Effects of Luxury Brand Attachment and Perceived Envy on Schadenfreude: Does Need for Uniqueness Moderate?", Journal of Consumer Marketing, 38(6), pp.709~720 (2021)
- Snyder, C. R., "The Psychology of Hope : You Can Get There from Here" (1994), Simon and Schuster
- Snyder, C. R., "Development and Validation of the State Hope Scale", Journal of Personality and Social Psychology, 70(2), pp.321~335 (1996)
- Thomson, M., "Human Brands : Investigating Antecedents to Consumers’ Strong Attachments to Celebrities", Journal of Marketing, 70(3), pp.104~119 (2006)
- Tugade, M. M., "Handbook of Positive Emotions" (2014), Guilford Press