[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v170y2024ics0148296323007129.html
   My bibliography  Save this article

Look for the signature: Using personal signatures as extrinsic cues promotes identity-congruent behavior

Author

Listed:
  • Kettle, Keri L.
  • Mantonakis, Antonia
Abstract
We investigate the novel premise that a personal signature – an individual’s own handwritten version of their name – can prime identities when used as an extrinsic cue. Evidence from seven studies, including two retail field experiments, shows that adding a personal signature as an extrinsic cue promotes identity-congruent behavior, and thus produces different effects on behavior depending on the consumer’s identity. For example, adding a personal signature to a product label leads to more favorable product evaluations among consumers with an associative identity, but less favorable evaluations among consumers with a dissociative identity. We pinpoint identity salience as the process underlying this phenomenon by showing that adding a personal signature as an extrinsic cue influences behavior in an identity-diagnostic context unrelated to the personal signature. We advance the consumer identity and extrinsic cues literatures, and we offer practical business implications.

Suggested Citation

  • Kettle, Keri L. & Mantonakis, Antonia, 2024. "Look for the signature: Using personal signatures as extrinsic cues promotes identity-congruent behavior," Journal of Business Research, Elsevier, vol. 170(C).
    • Handle: RePEc:eee:jbrese:v:170:y:2024:i:c:s0148296323007129
    DOI: 10.1016/j.jbusres.2023.114353
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296323007129
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.114353?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Nicole Verrochi Coleman & Patti Williams, 2013. "Feeling Like My Self: Emotion Profiles and Social Identity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(2), pages 203-222.
    2. Nicolas Jacquemet & Stéphane Luchini & Julie Rosaz & Jason F. Shogren, 2019. "Truth Telling Under Oath," Management Science, INFORMS, vol. 65(1), pages 426-438, January.
    3. John A. Weinberg, 2003. "Accounting for corporate behavior," Economic Quarterly, Federal Reserve Bank of Richmond, vol. 89(Sum), pages 1-20.
    4. Winterich, Karen Page & Zhang, Yinlong & Mittal, Vikas, 2012. "How political identity and charity positioning increase donations: Insights from Moral Foundations Theory," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 346-354.
    5. Liu, Stephanie Q. & Choi, Sungwoo & Mattila, Anna S., 2019. "Love is in the menu: Leveraging healthy restaurant brands with handwritten typeface," Journal of Business Research, Elsevier, vol. 98(C), pages 289-298.
    6. Haina Ding & Alexander Molchanov & Philip Stork, 2011. "The value of celebrity endorsements: A stock market perspective," Marketing Letters, Springer, vol. 22(2), pages 147-163, June.
    7. Carvalho, Sergio W. & Luna, David & Goldsmith, Emily, 2019. "The role of national identity in consumption: An integrative framework," Journal of Business Research, Elsevier, vol. 103(C), pages 310-318.
    8. Aaron R. Brough & James E. B. Wilkie & Jingjing Ma & Mathew S. Isaac & David Gal, 2016. "Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(4), pages 567-582.
    9. Carvalho, Sergio W. & Luna, David, 2014. "Effects of national identity salience on responses to ads," Journal of Business Research, Elsevier, vol. 67(5), pages 1026-1034.
    10. Lenoir, Anne-Sophie I. & Puntoni, Stefano & Reed, Americus & Verlegh, Peeter W.J., 2013. "The impact of cultural symbols and spokesperson identity on attitudes and intentions," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 426-428.
    11. Albert, Noël & Ambroise, Laure & Valette-Florence, Pierre, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Journal of Business Research, Elsevier, vol. 81(C), pages 96-106.
    12. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    13. Remi Trudel & Jennifer J. Argo & Matthew D. Meng, 2016. "The Recycled Self: Consumers’ Disposal Decisions of Identity-Linked Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 246-264.
    14. N. Albert & Laure Ambroise & Pierre Valette-Florence, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?. 81, 96-106," Post-Print hal-02127678, HAL.
    15. Keri L. Kettle & Gerald Häubl, 2011. "The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(3), pages 474-489.
    16. Sarah Clemente & Eric Dolansky & Antonia Mantonakis & Katherine White, 2014. "The effects of perceived product-extrinsic cue incongruity on consumption experiences: The case of celebrity sponsorship," Marketing Letters, Springer, vol. 25(4), pages 373-384, December.
    17. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    18. Noah J. Goldstein & Robert B. Cialdini & Vladas Griskevicius, 2008. "A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 472-482, March.
    19. LeBoeuf, Robyn A. & Shafir, Eldar & Bayuk, Julia Belyavsky, 2010. "The conflicting choices of alternating selves," Organizational Behavior and Human Decision Processes, Elsevier, vol. 111(1), pages 48-61, January.
    20. Roggeveen, Anne L. & Goodstein, Ronald C. & Grewal, Dhruv, 2014. "Improving the Effect of Guarantees: The Role of a Retailer's Reputation," Journal of Retailing, Elsevier, vol. 90(1), pages 27-39.
    21. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
    22. Noël Albert & Laure Ambroise & Pierre Valette-Florence, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Post-Print hal-01998102, HAL.
    23. Alice Audrezet & Gwarlann de Kerviler & Julie Guidry Moulard, 2018. "Authenticity under threat: When social media influencers need to go beyond self-presentation," Post-Print hal-01914732, HAL.
    24. Katherine White & Darren W. Dahl, 2007. "Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 525-536, June.
    25. Mark, Tanya & Lemon, Katherine N. & Vandenbosch, Mark & Bulla, Jan & Maruotti, Antonello, 2013. "Capturing the Evolution of Customer–Firm Relationships: How Customers Become More (or Less) Valuable Over Time," Journal of Retailing, Elsevier, vol. 89(3), pages 231-245.
    26. Charles Ham & Mark Lang & Nicholas Seybert & Sean Wang, 2017. "CFO Narcissism and Financial Reporting Quality," Journal of Accounting Research, Wiley Blackwell, vol. 55(5), pages 1089-1135, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhu, Xiajing & Teng, Lefa & Foti, Lianne & Yuan, Yige, 2019. "Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation," Journal of Business Research, Elsevier, vol. 103(C), pages 301-309.
    2. Remi Trudel & Jennifer J. Argo & Matthew D. Meng, 2016. "The Recycled Self: Consumers’ Disposal Decisions of Identity-Linked Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 246-264.
    3. Carlson, Brad D. & Donavan, D. Todd & Deitz, George D. & Bauer, Brittney C. & Lala, Vishal, 2020. "A customer-focused approach to improve celebrity endorser effectiveness," Journal of Business Research, Elsevier, vol. 109(C), pages 221-235.
    4. Debasis Pradhan & Ritu Malhotra & Tapas Ranjan Moharana, 2020. "When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 77-92, January.
    5. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2023. "Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty," Journal of Business Research, Elsevier, vol. 160(C).
    6. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    7. Carvalho, Sergio W. & Luna, David & Goldsmith, Emily, 2019. "The role of national identity in consumption: An integrative framework," Journal of Business Research, Elsevier, vol. 103(C), pages 310-318.
    8. Nistoreanu Puiu & Pelau Corina & Lazar Laura, 2019. "Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1079-1086, May.
    9. Bikram Jit Singh Mann & Yadvinder Parmar & Mandeep Kaur Ghuman, 2023. "A New Scale to Capture the Multidimensionality of Celebrity Image," Global Business Review, International Management Institute, vol. 24(6), pages 1251-1275, December.
    10. Souheila Kaabachi & Mohamed Karim Kefi & Monyédodo Régis Kpossa & Ahmed Anis Charfi, 2021. "Celebrity Endorsement vs Influencer Endorsement for Financial Brands: What does Gen-Z think?," Post-Print hal-03767446, HAL.
    11. Boukis, Achilleas, 2023. "Storytelling in initial coin offerings: Attracting investment or gaining referrals?," Journal of Business Research, Elsevier, vol. 160(C).
    12. Yi Xie & Siqing Peng & Daniel P. Hampson, 0. "Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-17.
    13. Saridakis, Charalampos & Katsikeas, Constantine S. & Angelidou, Sofia & Oikonomidou, Maria & Pratikakis, Polyvios, 2023. "Mining Twitter lists to extract brand-related associative information for celebrity endorsement," European Journal of Operational Research, Elsevier, vol. 311(1), pages 316-332.
    14. Lembregts, Christophe & Cadario, Romain, 2024. "Consumer-Driven Climate Mitigation: Exploring Barriers and Solutions in Studying Higher Mitigation Potential Behaviors," OSF Preprints ywus6, Center for Open Science.
    15. Xuhui Wang & Asad Hassan Butt & Qilin Zhang & Nouman Shafique & Hassan Ahmad, 2021. "“Celebrity Avatar†Feasting on In-Game Items: A Gamers’ Play Arena," SAGE Open, , vol. 11(2), pages 21582440211, May.
    16. Venciute, Dominyka & Mackeviciene, Ieva & Kuslys, Marius & Correia, Ricardo Fontes, 2023. "The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    17. van Osselaer, Stijn M.J. & Fuchs, Christoph & Schreier, Martin & Puntoni, Stefano, 2020. "The Power of Personal," Journal of Retailing, Elsevier, vol. 96(1), pages 88-100.
    18. Zhang, Xiadan & Gong, Xiushuang & Jiang, Jing, 2021. "Dump or recycle? Nostalgia and consumer recycling behavior," Journal of Business Research, Elsevier, vol. 132(C), pages 594-603.
    19. Domingo Gil-Giménez & Gladys Rolo-González & Ernesto Suárez & Gabriel Muinos, 2021. "The Influence of Environmental Self-Identity on the Relationship between Consumer Identities and Frugal Behavior," Sustainability, MDPI, vol. 13(17), pages 1-15, August.
    20. Matthew D. Meng & Jessica Gamlin, 2024. "Sexually explicit advertisements boost consumer recycling due to moral cleansing goal activation," Marketing Letters, Springer, vol. 35(2), pages 205-218, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:170:y:2024:i:c:s0148296323007129. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.