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Brand Attachments And Social Feedback: The Moderating Effect Of Self-Concept Clarity, Lillianna Griggs

Honors Theses

Just as individuals can develop emotional attachments to other people, places and possessions, they can develop attachments to brands. In the current research, we investigated whether the trait, self-concept clarity (SCC), the extent to which the contents of one’s self concept are stable, consistent and recognizable to the individual, moderates the effect of social feedback on brand attachments. Participants were asked to indicate the brand they feel most attached to and then to indicate the extent of their brand attachment. They were then randomly assigned to receive positive or negative feedback about this brand and then re-report attachment to this …