Buy a pen to restore your shaken self-confidenceJanuary 27th, 2009 - 1:34 pm ICT by ANI
Washington, Jan 27 (ANI): People who have momentarily lost confidence in their intelligence are likely to buy a pen because it will help restore their self confidence, says a new study.
The researchers from Chinese University of Hong Kong and Stanford University believe that a persons “shaken self” persists until he or she is able to do, acquire, or think about something that restores the self-confidence.
“We show that threats to an important self-view can momentarily shake one’’s confidence in that particular self-view, resulting in the choice of products that help restore confidence in that self-view,” wrote the authors.
During the study, the researchers asked participants to write about health-conscious behaviours with their dominant or non-dominant hands.
Then some of the participants wrote essays about the most important value in their lives (an activity designed to restore confidence).
All participants assessed their moods and self-esteem levels and then chose between a healthy snack (an apple) and an unhealthy snack (candy bar).
The researchers found that participants whose confidence was shaken (by not using their dominant hand) who didn”t get to self-affirm with the essay were more likely to choose the healthy snackto restore their health-conscious confidence.
The authors focused their research on the “shaken confidence” phenomenon in people who were generally self-confident.
“Specifically, we show that the effects of lowered self-view confidence on consumer choice can be eliminated by both direct self-view bolstering strategies (for example, purchasing products to restore the specific shaken self-dimension) as well as indirect strategies (for example, affirming an unrelated self-value),” the authors added.
The new study appears in the Journal of Consumer Research. (ANI)
Tags: apple, behaviours, candy bar, chinese university of hong kong, consumer choice, dominant hand, healthy snack, intelligence, journal of consumer research, moods, participants, phenomenon, purchasing products, self confidence, self esteem, self view, stanford university, unhealthy snack, university of hong kong