Featured Research

from universities, journals, and other organizations

What does signing your name mean in the marketplace?

Date:
March 17, 2011
Source:
University of Chicago Press Journals
Summary:
Signing your name on the dotted line heightens your sense of self and leads to purchase behavior that affirms your self-identity, according to a new study. But signing can reduce engagement in consumers who don't identify strongly with a product or category.

Signing your name on the dotted line heightens your sense of self and leads to purchase behavior that affirms your self-identity, according to a new study in the Journal of Consumer Research. But signing can reduce engagement in consumers who don't identify strongly with a product or category.

Related Articles


"Although there are numerous ways in which people may present their identity to others, signing one's name has distinct legal, social, and economic implications," write authors Keri L. Kettle and Gerald Häubl (University of Alberta). The act of signing also has implications in the marketplace.

In one experiment, consumers were asked to either sign or print their name (in an ostensibly unrelated task) before visiting a sporting goods store to purchase a pair of running shoes. "For consumers who closely associate their identity with running, compared to printing their name, providing their signature before entering the store caused an increase in the number of running shoes they tried on and in the amount of time they spent in the store," the authors write. Signing their name had the opposite effect on people who did not associate their identity with running; they spent less time in the store and tried on fewer shoes.

In another study, consumers were asked to make a series of product choices after either signing or printing their names. Consumers who signed were more likely to choose an option that was popular with a social group they belong to. The tendency was stronger when consumers chose in a product category that signaled their identity to others (a jacket) than when they selected in a category that does not signal their identity (toothpaste).

The study has implications for retailers and consumers, the authors explain. For instance, a retailer might ask shoppers to sign their names after completing a survey, to enter a prize drawing, or enroll in a loyalty program, since it is likely to lead consumers who identify closely with the stores' products to become more engaged. "However, such signature interventions should be used cautiously, as signing tends to reduce engagement in consumers who lack such identification.

"Although a signature does not necessarily imply commitment, it does always represent one's identity. Because consumers sign (or can be asked to do so) in many consumption contexts, it is important to develop a deeper understanding of how producing one's signature influences behavior," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Keri L. Kettle and Gerald Häubl. The Signature Effect: Signing Influence Consumption-Related Behavior by Priming Self-Identity. Journal of Consumer Research:, October 2011

Cite This Page:

University of Chicago Press Journals. "What does signing your name mean in the marketplace?." ScienceDaily. ScienceDaily, 17 March 2011. <www.sciencedaily.com/releases/2011/03/110317131203.htm>.
University of Chicago Press Journals. (2011, March 17). What does signing your name mean in the marketplace?. ScienceDaily. Retrieved October 25, 2014 from www.sciencedaily.com/releases/2011/03/110317131203.htm
University of Chicago Press Journals. "What does signing your name mean in the marketplace?." ScienceDaily. www.sciencedaily.com/releases/2011/03/110317131203.htm (accessed October 25, 2014).

Share This



More Mind & Brain News

Saturday, October 25, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Academic Scandal Shocks UNC

Academic Scandal Shocks UNC

AP (Oct. 23, 2014) — A scandal involving bogus classes and inflated grades at the University of North Carolina was bigger than previously reported, a new investigation found. (Oct. 23) Video provided by AP
Powered by NewsLook.com
Working Mother Getaway: Beaches Turks & Caicos

Working Mother Getaway: Beaches Turks & Caicos

Working Mother (Oct. 22, 2014) — Feast your eyes on this gorgeous family-friendly resort. Video provided by Working Mother
Powered by NewsLook.com
What Your Favorite Color Says About You

What Your Favorite Color Says About You

Buzz60 (Oct. 22, 2014) — We all have one color we love to wear, and believe it or not, your color preference may reveal some of your character traits. In celebration of National Color Day, Krystin Goodwin (@kyrstingoodwin) highlights what your favorite colors may say about you. Video provided by Buzz60
Powered by NewsLook.com
First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

Newsy (Oct. 21, 2014) — A medical team has for the first time given a man the ability to walk again after transplanting cells from his brain onto his severed spinal cord. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins