Browsing by Author "Dahl, Darren W"

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    Are all Outgroups Created Equal? Consumer Identity and Dissociative Influence
    (University of Chicago Press, 2007) White, Katherine; Dahl, Darren W
    Past research finds that consumers exhibit weak self-brand connections to brands associated with out-groups. We extend this work by demonstrating that products associated with dissociative reference groups have a greater impact on consumers’ negative self-brand connections, product evaluations, and choices than do products associated with out-groups more generally. In addition, both situational priming and chronic identification with one’s in-group moderate the avoidance of products associated with dissociative reference groups. Further, we demonstrate the conditions under which dissociative influence does not occur and discuss the implications of the research.
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    Social Comparison Theory and Deception in the Interpersonal Exchange of Consumption Information
    (University of Chicago Press, 2006) White, Katherine; Argo, Jennifer J; Dahl, Darren W
    Four experiments demonstrate that self-threatening social comparison information motivates consumers to lie. Factors related to self-threat, including relevance of the social comparison target (i.e., the importance of the comparison person), comparison discrepancy (i.e., the magnitude of the performance difference), comparison direction (i.e., whether one performs better or worse), nature of the information (i.e., whether the comparison is social or objective), and perceived attainability (i.e., the possibility of achieving the compared performance), influenced consumers' willingness to engage in deception. Results extend social comparison theory by demonstrating that comparisons that threaten public and private selves have implications for lying behaviors.