Abstract
This study was designed to test a methodology for measurement of self-concept and consumer behavior in comparable terms and, therefore, to further substantiate the relationship of self-theory to consumer behavior. The results from this limited study were positive, indicating that consumers of a specific brand of automobiles perceive themselves with self-concepts similar to others who consume that brand and significantly different from owners of a competing brand.
Keywords
PerceptionAdvertisingSelection (genetic algorithm)PsychologyConsumer behaviourTest (biology)MarketingSocial psychologyBusinessComputer science
Affiliated Institutions
Related Publications
Consumer behavior and marketing action
Part 1 Introduction to Consumer Behaviour: 1. Introduction 2. Consumer Behaviour - Societal and Global Perspectives. Part 2 Consumer Decision Making: 3. Complex Decision Making ...
Subcultures of Consumption: An Ethnography of the New Bikers
This article introduces the subculture of consumption as an analytic category through which to better understand consumers and the manner in which they organize their lives and ...
Cognitive Response to Advertising and Trial: Belief Strength, Belief Confidence and Product Curiosity
Abstract Abstract This paper presents conceptual and empirical evidence regarding consumers' cognitive responses to advertising and trial for a low-cost/risk product. Three dime...
Does an absence of brand equity generalize across product classes?
A previous study viewed brand equity as a price premium measured by the increment that a brandname contributes to the price of a product when controlling for its quality (as det...
Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value
Consumer researchers' growing interest in consumer experiences has revealed that many consumption activities produce both hedonic and utilitarian outcomes. Thus, there is an inc...
Publication Info
- Year
- 1968
- Type
- article
- Volume
- 5
- Issue
- 1
- Pages
- 58-63
- Citations
- 261
- Access
- Closed
External Links
Social Impact
Altmetric
PlumX Metrics
Social media, news, blog, policy document mentions
Citation Metrics
261
OpenAlex
Cite This
Edward L. Grubb,
Gregg Hupp
(1968).
Perception of Self, Generalized Stereotypes, and Brand Selection.
Journal of Marketing Research
, 5
(1)
, 58-63.
https://doi.org/10.1177/002224376800500107
Identifiers
- DOI
- 10.1177/002224376800500107