Identity Shift Effects of Self-Presentation and Confirmatory and Disconfirmatory Feedback on Self-Perceptions of Brand Identification

• In Event: Identity and Visibility Online

Abstract

Extending prior research finding individual’s self-presentation and subsequent feedback can affect self-perceptions, we report two studies assessing identity shift with respect to brand identity and the effect of (dis)confiratory feedback, testing hypotheses derived from media and consumer psychology literatures. Two experiments had participants selectively self-present themselves as either a loyal brand advocate or not, and receive feedback from either an automated program (Study 1) or another user via a chat forum (Study 2). Findings reveal smaller effects of selective self-presentation, moderate effects of feedback, and large interaction effects between them so that one’s self-presentation can ameliorate or enhance—but not override—the effects of feedback to one’s self-presentation. Findings extend identity shift research beyond extraversion/introversion to include brand attitudes and buyer behaviors, and account for the various valences of feedback related to one’s self-presentation.

Authors

• Caleb T. Carr, Illinois State U

• Rebecca A. Hayes, Illinois State U