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Contribution Details
| Type | Journal Article |
| Scope | Discipline-based scholarship |
| Title | The Janus Face of Ideal Self-Congruence: Benefits for the Brand versus Emotional Distress for the Consumer |
| Organization Unit |
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| Authors |
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| Item Subtype | Original Work |
| Refereed | Yes |
| Status | Published in final form |
| Language |
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| Journal Title | Journal of the Association for Consumer Research |
| Publisher | University Chicago Press |
| Geographical Reach | international |
| ISSN | 2378-1823 |
| Volume | 2 |
| Number | 3 |
| Page Range | 163 - 174 |
| Date | 2018 |
| Abstract Text | Branding strategies that target the consumer’s ideal self may not always be effective, as they elicit both positive and negative consumer reactions and emotions. In a series of studies, we demonstrate that congruence between the brand’s personality and the consumer’s ideal self improves the consumer’s attitude toward the brand through anticipated self-enhancement but also increases his or her negative self-conscious emotions through envy. These consumer reactions depend on the type of ideals represented by the brand (agentic vs. communal ideals) and on consumers’ self-discrepancy. Our research emphasizes the importance of examining both the risks and the rewards of branding strategies that target consumers’ ideal self-congruence and highlights the need to take a contingency perspective when doing so. |
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