Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion

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.

Name thesis:degree_name

M.S.

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Advertising

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2018

Author dc:creator

• Yang, Rachel

Contributors dc:contributor

• Vargas, Patrick

• self-endorsing effect
• self-referencing
• self-expressiveness
• filters
• purchase intention

Statement dc:rights

• Copyright 2018 Rachel Yang

Language dc:language

en

Handle dc:identifier

http://hdl.handle.net/2142/101490

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/101490