東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Bridging the Gap Between Virtual and...

Grewal, Lauren Sheila.

Linked to FindBook

Google Book

Amazon

博客來

Bridging the Gap Between Virtual and Reality: Two Essays Examining the Influence of Identity-Congruency in Offline and Online Contexts.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Bridging the Gap Between Virtual and Reality: Two Essays Examining the Influence of Identity-Congruency in Offline and Online Contexts./
Author:	Grewal, Lauren Sheila.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	180 p.
Notes:	Source: Dissertation Abstracts International, Volume: 79-12(E), Section: B.
Contained By:	Dissertation Abstracts International79-12B(E).
Subject:	Hydrologic sciences. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10984369
ISBN:	9780438364288

Bridging the Gap Between Virtual and Reality: Two Essays Examining the Influence of Identity-Congruency in Offline and Online Contexts.
Grewal, Lauren Sheila.

Bridging the Gap Between Virtual and Reality: Two Essays Examining the Influence of Identity-Congruency in Offline and Online Contexts. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 180 p.

Source: Dissertation Abstracts International, Volume: 79-12(E), Section: B.

Thesis (Ph.D.)--University of Pittsburgh, 2018.

Identities are powerful: Identity is central to how individuals regulate their attitudes, behaviors, beliefs, and judgments. Generally, past research suggests that presenting products and brands in ways that are identity-congruent to consumers will be of benefit to marketers. But is this always true? In my dissertation, two essays examine the way that consumers and marketers navigate various types of identities, both offline (i.e., food decision making) and online (i.e., identity-relevant posting on social media). Importantly, I ascertain conditions in which identitycongruence can prompt and impede consumption, thus shedding new light on the potential and pitfalls of using identity in marketing contexts.

ISBN: 9780438364288Subjects--Topical Terms:

3168407
Hydrologic sciences.

Bridging the Gap Between Virtual and Reality: Two Essays Examining the Influence of Identity-Congruency in Offline and Online Contexts.
LDR:03714nmm a2200301 4500 001 2205274
005 20190717110307.5
008 201008s2018 ||||||||||||||||| ||eng d
020 $a 9780438364288
035 $a (MiAaPQ)AAI10984369
035 $a AAI10984369
040 $a MiAaPQ $c MiAaPQ
100 1 $a Grewal, Lauren Sheila. $3 3432138
245 1 0 $a Bridging the Gap Between Virtual and Reality: Two Essays Examining the Influence of Identity-Congruency in Offline and Online Contexts.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2018
300 $a 180 p.
500 $a Source: Dissertation Abstracts International, Volume: 79-12(E), Section: B.
500 $a Adviser: Stephen, L'Oreal.
502 $a Thesis (Ph.D.)--University of Pittsburgh, 2018.
520 $a Identities are powerful: Identity is central to how individuals regulate their attitudes, behaviors, beliefs, and judgments. Generally, past research suggests that presenting products and brands in ways that are identity-congruent to consumers will be of benefit to marketers. But is this always true? In my dissertation, two essays examine the way that consumers and marketers navigate various types of identities, both offline (i.e., food decision making) and online (i.e., identity-relevant posting on social media). Importantly, I ascertain conditions in which identitycongruence can prompt and impede consumption, thus shedding new light on the potential and pitfalls of using identity in marketing contexts.
520 $a In Essay 1, I suggest that, beyond interacting with food simply as a matter of indulgence or restriction, consumers have identities based in food. Specifically, I define food identities as a self-conception organized around two consumption priorities---those related to social and individual functions and those related to utilitarian or hedonic concerns. Across studies I create a simple four-item food identity measure that maps on to these different priorities and the relationship between these consumption priorities that can then be used to empirically measure possible types of food identities. Using this measure, I find that the strength of identitycongruence between consumption messages and food identities can be a better predictor than more traditional food-consumption measures (e.g., diet specific self-control, restrained eating) in determining consumers' choices, attitudes, and consumption.
520 $a In Essay 2, I move from an offline situation where an identity framework influences greater identity-consistent choice and consumption, to a situation where, after consumers engage with identity-relevant products on social media, they have lower purchase intentions for these same and similar identity-relevant products. Consumers frequently express themselves by posting about products in social media. Taking an identity-theory perspective, consumers use products to signal their identities, and posting products in social media is a way to send virtual identity signals. Paradoxically, I find that this behavior may reduce the consumer's desire to purchase related identity-signaling products, as the act of posting fulfills their identity-signaling needs. Identity-signaling needs are fulfilled when product posts on social media allow consumers to signal their identities both to themselves and to others. These findings have important implications for how firms conduct social media marketing, which often aims to get consumers to virtually engage with their products by posting about and sharing them.
590 $a School code: 0178.
650 4 $a Hydrologic sciences. $3 3168407
690 $a 0388
710 2 $a University of Pittsburgh. $b Marketing. $3 2096509
773 0 $t Dissertation Abstracts International $g 79-12B(E).
790 $a 0178
791 $a Ph.D.
792 $a 2018
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10984369