Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different"
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 35, Heft 1, S. 21-35
ISSN: 1537-5277
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In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 35, Heft 1, S. 21-35
ISSN: 1537-5277
In: Personal relationships, Band 20, Heft 4, S. 690-705
ISSN: 1475-6811
AbstractDisclosing positive experiences to others (i.e., "capitalization") is associated with personal and interpersonal benefits (Gable & Reis, 2010). Unfortunately, people who perceive low self‐esteem (LSE) in close others are reluctant to capitalize, holding back from those they expect will be unsupportive (MacGregor & Holmes, 2011). In Study 1, we extend previous findings by demonstrating the importance of the type of experience disclosed; participants capitalized less positively with an (ostensibly) LSE friend when disclosing an accomplishment, not a positive experience attributed to happenstance. In Study 2, we demonstrate the external validity of the phenomenon by examining real discussions between romantic partners. Participants capitalized less positively with their LSE partner, behavior associated with lower relationship satisfaction 6 weeks later (particularly for women).
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 38, Heft 5, S. 909-919
ISSN: 1537-5277