Washington: Carrying a Victoria’s Secret shopping bag can make you feel like a gorgeous and glamorous woman, according to a new research, which says that certain brands have personalities that can actually change the way some people feel about themselves."Why are brands such as Cartier, Harley-Davidson, and Nike so well-liked by consumers? One of the reasons is that they have appealing personalities. Using brands with appealing personalities can rub off on the way consumers see themselves, even if the brand is used for only a short time," say authors Deborah Roedder John and Ji Kyung Park (both University of Minnesota).
In a study, the researchers asked female shoppers in a local mall to carry either a Victoria’s Secret shopping bag or a plain pink shopping bag. After an hour, shoppers were asked to rate themselves on a list of personality traits, including traits associated with the Victoria’s Secret brand. Shoppers who carried the Victoria’s Secret bag perceived themselves as more feminine, glamorous, and good-looking than shoppers who carried the plain shopping bag.
People bank on brands to look good because they believe their personal qualities are fixed and cannot be improved by their own efforts at self-improvement.
In subsequent studies, the authors found that some people felt more intelligent, and more like leaders when they carried a pen embossed with an MIT logo. In one study, this was the case even after some participants were led to believe they did poorly on a math test.
The study was published in the Journal of Consumer Research.
ANI
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Cookies Setting
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device and the processing of information obtained via those cookies (including about your preferences, device and online activity) by us and our commercial partners to enhance site navigation, personalise ads, analyze site usage, and assist in our marketing efforts. More information can be found in our Cookies and Privacy Policy. You can amend your cookie settings to reject non-essential cookies by clicking Cookie Settings below.
Manage Consent Preferences
Strictly Necessary Cookies
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work or you may not be able to login.
Functional Cookies
These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.
Targeting Cookies
These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They are also used to limit the number of times you see an advert as well as help measure the effectiveness of an advertising campaign. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Performance Cookies
These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us to know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we may not know when you have visited our site, and may not be able to monitor its performance.