Files in this item

FilesDescriptionFormat

application/pdf

application/pdfYANG-THESIS-2018.pdf (3MB)
(no description provided)PDF

Description

Title:Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion
Author(s):Yang, Rachel
Advisor(s):Vargas, Patrick
Department / Program:Advertising
Discipline:Advertising
Degree Granting Institution:University of Illinois at Urbana-Champaign
Degree:M.S.
Genre:Thesis
Subject(s):self-endorsing effect
self-referencing
self-expressiveness
filters
purchase intention
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.
Issue Date:2018-06-14
Type:Thesis
URI:http://hdl.handle.net/2142/101490
Rights Information:Copyright 2018 Rachel Yang
Date Available in IDEALS:2018-09-27
Date Deposited:2018-08


This item appears in the following Collection(s)

Item Statistics