{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/101490"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/101490","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion","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.","abstract_html":"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.","abstract_has_math":false,"creators":["Yang, Rachel"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Vargas, Patrick"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2018,"date_issued":"2018-09-27T16:17:25Z","date_published":"2018-09-27T16:17:25Z","updated_at":"2026-07-22T22:24:40Z","subjects":["self-endorsing effect","self-referencing","self-expressiveness","filters","purchase intention"],"languages":["en"],"rights":["Copyright 2018 Rachel Yang"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/101490","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Vargas, Patrick"]},{"key":"dc:creator","label":"Author","values":["Yang, Rachel"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2018-09-27T16:17:25Z","2018-06-14","2018-08"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["self-endorsing effect","self-referencing","self-expressiveness","filters","purchase intention"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2018 Rachel Yang"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/101490"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["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.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2018-09-27 without embargo terms","The student, Rachel Yang, accepted the attached license on 2018-06-12 at 18:33.","The student, Rachel Yang, submitted this Thesis for approval on 2018-06-12 at 18:40.","This Thesis was approved for publication on 2018-06-14 at 11:15.","DSpace SAF Submission Ingestion Package generated from Vireo submission #12627 on 2018-09-27 at 10:44:48","Made available in DSpace on 2018-09-27T16:17:25Z (GMT). No. of bitstreams: 2 YANG-THESIS-2018.pdf: 2583108 bytes, checksum: a1da66084de39ec56ea73e316c745d92 (MD5) LICENSE.txt: 4208 bytes, checksum: b2c418e25e1b0578cc9af77513f491b6 (MD5) Previous issue date: 2018-06-14"]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion"]}]}],"canonical_facts":{"dc:contributor":["Vargas, Patrick"],"dc:creator":["Yang, Rachel"],"dc:date":["2018-09-27T16:17:25Z","2018-06-14","2018-08"],"dc:description":["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.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2018-09-27 without embargo terms","The student, Rachel Yang, accepted the attached license on 2018-06-12 at 18:33.","The student, Rachel Yang, submitted this Thesis for approval on 2018-06-12 at 18:40.","This Thesis was approved for publication on 2018-06-14 at 11:15.","DSpace SAF Submission Ingestion Package generated from Vireo submission #12627 on 2018-09-27 at 10:44:48","Made available in DSpace on 2018-09-27T16:17:25Z (GMT). No. of bitstreams: 2 YANG-THESIS-2018.pdf: 2583108 bytes, checksum: a1da66084de39ec56ea73e316c745d92 (MD5) LICENSE.txt: 4208 bytes, checksum: b2c418e25e1b0578cc9af77513f491b6 (MD5) Previous issue date: 2018-06-14"],"dc:format":["application/pdf"],"dc:identifier":["http://hdl.handle.net/2142/101490"],"dc:language":["en"],"dc:rights":["Copyright 2018 Rachel Yang"],"dc:subject":["self-endorsing effect","self-referencing","self-expressiveness","filters","purchase intention"],"dc:title":["Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion"],"dc:type":["text"],"thesis:degree_discipline":["Advertising"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["M.S."],"thesis:institution_name":["University of Illinois at Urbana-Champaign"]},"updated_at":"2026-07-22T22:24:40Z"}