Publications [#270564] of James R. Bettman

Journal Articles

1. Escalas, JE; Bettman, JR, Self-construal, reference groups, and brand meaning, Journal of Consumer Research, vol. 32 no. 3 (December, 2005), pp. 378-389, Oxford University Press (OUP), ISSN 0093-5301 [doi]
   (last updated on 2024/04/23)

   Abstract:
   We propose that consumers purchase brands in part to construct their self-concepts and, in so doing, form self-brand connections. We focus on reference groups as a source of brand meaning. Results from two studies show that brands with images consistent with an ingroup enhance self-brand connections for all consumers, whereas brands with images that are consistent with an outgroup have a stronger negative effect on independent versus interdependent consumers. We propose that this differential effect is due to stronger self-differentiation goals for consumers with more independent self-concepts. We also find greater effects for more symbolic than for less symbolic brands. © 2005 by JOURNAL OF CONSUMER RESEARCH, Inc.