Buying Generics Hurts Self-Esteem
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In Genuineness Matters: Using Cheaper, Generic Products Induces Detrimental Self-Evaluations researchers from Taiwan's National Sun Yat-Sen University describe the findings from two experiments that reveal the effect of brand names on how we feel about ourselves. In the first experiment, students wrote resumes using computer keyboards they were told were either generic or name brand. Those writing on the so-called generic keyboards stated they expected to earn lower salaries than those who were told they were using the genuine product. In a second experiment, men were given iPhones to call potential dates with. In each case the phone was given to them with a dead battery which was replaced with either a generic or brand-name replacement. Results showed that men who had been given generic batteries expected the women they called to find them less attractive. Marketers rejoice. ABSTRACT: Genuineness matters: Using cheaper, generic products induces detrimental self-evaluations SHARE:
Posted In: Consumer Psychology | Tags: Self Esteem | Brand Names | Marketing | Generic | Self Worth | Consumer Psychology | Branding | Posted by FindCounseling.com Staff on January 31, 2011 at 06:06 PM | Permalink |
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If you've ever stood in the cereal aisle pondering the difference between Cheerios® and store brand "Toasted Oats" you'll be intrigued to learn that one is in fact better for you -- or at least your self-worth.
