Products as Self-Evaluation Standards: When Owned and Unowned Products Have Opposite Effects on Self-Judgment
Consumers frequently evaluate their own traits before making consumption decisions (e.g., am I thin enough for skinny jeans?). The outcome of these self-evaluations depends on the standard consumers use and on whether they evaluate self in assimilation or contrast to that standard. Previous self-judgment research has focused on self-standards that arise from social aspects of the environment, including people and groups.