scholarly journals The Investigating of Psychological Mechanism in the 'Moral Identity-Donation Intention' Relation: The Moderating Role of Self Construal

2012 ◽  
Vol 15 (4) ◽  
pp. 63-79
Author(s):  
park jong chul ◽  
오민정
Keyword(s):  
Moral Identity ◽  
Self Construal ◽  
Psychological Mechanism ◽  
Donation Intention ◽  
Moderating Role

When Does Psychological Fit Matter? The Moderating Role of Price on Self-Brand Congruity

2021 ◽  
pp. 194855062110283
Author(s):  
Joe J. Gladstone ◽  
Emily N. Garbinsky ◽  
Sandra C. Matz
Keyword(s):  
Brand Personality ◽  
Effect Study ◽  
Financial Resources ◽  
High Price ◽  
Psychological Profile ◽  
Psychological Mechanism ◽  
Brand Attributes ◽  
First Time ◽  
Moderating Role

People prefer brands whose perceived image reflects their own psychological profile, a finding referred to as the self-brand congruity effect. For the first time, we test this effect in the field by utilizing over 17,000 real bank transaction records (Study 1, N = 405). We demonstrate that the strength of self-brand congruity is related to the financial resources a person must spend to acquire the brand, such that the effect holds only when the brand being purchased has a high (vs. low) price. We conceptually replicate the effect (Study 2, N = 354) and provide causal evidence through an experiment (Study 3, N = 404), manipulating price and brand personality while holding other brand attributes constant. We also provide evidence for one psychological mechanism underlying why price moderates self-brand congruity, finding personality-matched brands elicit fewer concerns about postpurchase regret, a bigger risk for high-price brands (Study 4, N = 300).

Core self-evaluations and subjective well-being in the U.S. and the Philippines: The moderating role of self-construal

2016 ◽  
Vol 57 (1) ◽  
pp. 50-56 ◽  
Author(s):  
Patrick J. Rosopa ◽  
Jesus Alfonso D. Datu ◽  
Stephen A. Robertson ◽  
Theresa P. Atkinson
Keyword(s):  
Well Being ◽  
The Philippines ◽  
Subjective Well Being ◽  
Self Construal ◽  
Core Self ◽  
Moderating Role ◽  
The U.S

scholarly journals The Effect of Attribute Alignability on Product Purchase: The Moderating Role of Product Familiarity and Self-Construal

2021 ◽  
Vol 12 ◽  
Author(s):  
Yong Zhang ◽  
Yuwen Wen ◽  
Min Hou
Keyword(s):  
Structural Alignment ◽  
Personal Characteristics ◽  
Product Positioning ◽  
Self Construal ◽  
The Difference ◽  
Product Familiarity ◽  
High Level ◽  
The Impact ◽  
Moderating Role

Previous studies on the Structural Alignment Model suggest that people compare the alignable attributes and nonalignable attributes during the decision-making process and preference formation process. Alignable attributes are easier to process and more effective in clue extracting. Thus, it is believed that people rely more on alignable than nonalignable attributes when comparing alternatives. This article supposes that consumers’ product experience and personal characteristics also play a significant role in regulating consumers’ reliance on attribute alignability. The authors conducted three experiments to examine the moderating role of consumers’ product familiarity and self-construal in the impact of attribute alignability on consumer product purchase. The results show the following: (1) When making a purchase decision, consumers with a high level of product familiarity will rely more on nonalignable attributes, while those with a low level of product familiarity will rely more on alignable attributes. (2) The difference in consumer dependency on attribute alignability is driven by their perceived diagnosticity of attributes. (3) The dependency of consumers with different levels of familiarity on attribute alignability will be further influenced by consumers’ self-construal. Individuals with interdependent self-construal rely more on alignable attributes when unfamiliar with the product, while relying more on nonalignable attributes when familiar with the product. Individuals with independent self-construal, however, rely more on nonalignable attributes regardless of the degree of product familiarity. The conclusions of this paper can be used as references for enterprises to establish product positioning and communication strategies.

Brand attachment and oppositional loyalty: The moderating role of moral identity

2021 ◽  
Vol 49 (10) ◽  
pp. 1-18
Author(s):  
Guo Cheng ◽  
Weiping Yu
Keyword(s):  
Brand Loyalty ◽  
Moral Identity ◽  
Customer Relationships ◽  
Dimensional Structure ◽  
Brand Attachment ◽  
Corporate Managers ◽  
The Impact ◽  
Positive Effect ◽  
Moderating Role

Comprehension of the driving factors and dimensional structure of oppositional loyalty (OL), which comprises willingness to pay a price premium, oppositional referrals, schadenfreude, and antibrand actions, is limited. To analyze OL behavior, we collected 453 surveys from Xiaomi mobile online communities. The results show that brand attachment had a positive effect on each dimension of OL. In addition, moral identity positively moderated the brand attachment–oppositional referrals relationship, and negatively moderated the impact of brand attachment on schadenfreude and antibrand actions. Our results can help corporate managers understand OL behavior, and contribute to new understanding of brand loyalty, customer relationships, and business ethics.

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