Food, sex and the hunger for distinction

Berger, Jonah; Shiv, Baba

doi:10.1016/j.jcps.2011.01.003

Cited by 29 publications

(19 citation statements)

References 40 publications

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“…Participants first completed measures of trait authentic and hubristic pride. They were also asked to indicate their favorite luxury brand as well as their favorite non‐luxury brand, followed by a filler task in which they listed any childhood pets' names and described the geography of their state (Berger & Shiv, 2011). Lastly we assessed participants' desire to purchase from each of two brands they listed.…”

Section: Resultsmentioning

confidence: 99%

Evidence for two facets of pride in consumption: Findings from luxury brands

2014

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This paper documents the multifaceted nature of pride in consumer behavior. Drawing on recent psychological research on pride, we provide evidence for two separate facets of pride in consumption. In a series of studies, we propose a model wherein luxury brand consumption and pride are systematically interrelated. Whereas authentic (but not hubristic) pride leads to a heightened desire for luxury brands, hubristic (but not authentic) pride is the outcome of these purchases, and is the form of pride signaled to observers by these purchases. Further, we show that these effects are generally exacerbated for those low in narcissism. These findings shed new light on why consumers purchase luxury brands, highlighting a paradox: these purchases may be sought out of heightened feelings of accomplishment (and not arrogance), but they instead signal arrogance to others (rather than accomplishment).

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Section: Resultsmentioning

confidence: 99%

Evidence for two facets of pride in consumption: Findings from luxury brands

2014

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“…In other words, our explanation rests on the effectiveness of positive self-related mental imagery; however, exploring the more enduring consequences of this positivity of imagery on consumer self-perceptions could be a viable research venue. Recent research, which provides a more nuanced view of attitude and preference as driven by a liking component and a more motivational reward component (Berger & Shiv, 2011), can shed further light into such inquiries. Investigating whether positive self-related mental imagery exhibits motivational reward characteristics can further clarify the processes of how it affects consumer behavior ("I wear a size 4!…”

Section: Resultsmentioning

confidence: 99%

Imagining thin: Why vanity sizing works

Aydinoglu

Krishna

2012

J Consum Psychol

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Vanity sizing, the practice of clothing manufacturers, whereby smaller size labels are used on clothes than what the clothes actually are, has become very common. Apparently, it helps sell clothes-women prefer small size clothing labels to large ones. We propose and demonstrate that smaller size labels evoke more positive self-related mental imagery. Thus, consumers imagine themselves more positively (thinner) with a vanity sized size-6 pant versus a size-8 pant. We also show that appearance self-esteem moderates the (mediating) effect of imagery on vanity sizing effectiveness-while vanity sizing evokes more positive mental imagery for both low and high appearance self-esteem individuals, the effect of the positive imagery on clothing preference is significant (only) for people with low appearance self-esteem, supported by the theory of compensatory self-enhancement.Our suggestion of simple marketing communications affecting valence of imagery and consequent product evaluation have implications for many other marketing domains.

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“…This would correspond to the idea that dopamine reflects a motivational "common currency" in the brain (c.f. Berger and Shiv, 2011). Future research should clarify to which extent deprivation states indeed induce higher 'wanting' only in the specific domains corresponding to the current need deprivation states.…”

Section: Discussionmentioning

confidence: 97%

“…The incentive salience model assumes that each deprivation state, say η it , increases the motivation to obtain its corresponding reward r(c it ) instead of any other reward r(c jt ) with i = j. In other words, there are distinct η values for hunger, thirst, or drug addiction (Zhang et al, 2009 (Zhang et al, 2009), male participants exposed to erotic pictures have a higher 'want' for money (Van den Bergh et al, 2008), and a salient need for distinctiveness increases the 'want' to eat (Berger and Shiv, 2011). Hence, mesolimbic activation of dopaminergic brain systems induced by one of these need states might also increase the motivational value of any other cue.…”

Section: Discussionmentioning

confidence: 99%

Towards an incentive salience model of intertemporal choice

Lades¹

2012

Journal of Economic Psychology

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This theoretical paper presents an incentive salience model of intertemporal choice. The model is a variation of the quasi-hyperbolic discounting model. Based on the distinction between ‘wanting' and ‘liking', the paper presents one possible explanation of impulsive choices of smaller sooner rewards instead of larger later ones. These impulsive choices are induced by cues that trigger strong motivational ‘wanting' to obtain smaller sooner rewards, but do not necessarily influence the degree to which the rewards are ‘liked'. Cue-triggered ‘wanting' can occur when an individual is in a specific need deprivation state, perceives a cue previously associated with an immediately obtainable reward, knows that the cued reward can reduce the current deprivation state, and lacks self-control. Attributable to the integration of cue-triggered ‘wanting' into an intertemporal choice model, the incentive salience can account for anomalies in intertemporal choice such as present-biased preferences and the domain effect

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Food, sex and the hunger for distinction

Cited by 29 publications

References 40 publications

Evidence for two facets of pride in consumption: Findings from luxury brands

Evidence for two facets of pride in consumption: Findings from luxury brands

Imagining thin: Why vanity sizing works

Towards an incentive salience model of intertemporal choice

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