Malleable Self Case Study

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EXECUTIVE SUMMARY

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OBJECTIVES OF THE STUDY

LITERATURE SURVEY
1. The Malleable Self: The Role of Self-Expression in Persuasion
Aaker, Jennifer L. "The Malleable Self: The Role Of Self-Expression In Persuasion." Journal Of Marketing Research (JMR)36.1 (1999): 45-57. Business Source Complete. Web. 25 June 2015.
The article presents a case for self-expressive role of brands and studies the influence of malleable self-concept on consumer attitudes towards a brand, based on its personality associations. The construct of malleable self-concept indicates the tendncy of consumer’s to modify their self as per situation while still having the same chronic set of personality traits. The study uses a moderating variable, self-monitoring, to understand the impact of self congruity (the tendncy
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H1b: When experiencing mixed emotions while viewing advertisements, women will respond with more favorable attitudes than will men.
Personality
H2a: Neurotic individuals will exhibit higher levels of mixed emotions than will nonneurotic individuals. H2b: When experiencing mixed emotions due to the viewing of advertisements, neurotic individuals will respond with less favorable attitudes than will nonneurotic individuals.
H3b: When experiencing mixed emotions due to the viewing of advertisements, extraverts will respond with more favorable attitudes than will introverts.
H4a: When viewing advertisements, Antagonists will exhibit higher levels of mixed emotions than will agreeable individuals. H4b: When experiencing mixed emotions due to the viewing of advertisements, antagonistic individuals will respond with less favorable attitudes than will agreeable individuals.

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