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Identity Shift Effects of Self-Presentation and Confirmatory and Disconfirmatory Feedback on Self-Perceptions of Brand Identification

ABSTRACT Extending prior research that has noted individuals’ self-presentation and subsequent feedback can affect self-perceptions, we report 2 studies assessing this identity shift with respect to brand identity and the effect of (dis)confiratory feedback. Synthesizing literature from media and consumer psychology, hypotheses are derived predicting both main and interaction effects of self-presentation and the congruence of feedback to that presentation on subsequent self-perceptions. Two experiments had participants selectively self-present themselves as either a loyal brand advocate or not and received feedback from either an automated program (Study 1) or another user via a chat forum (Study 2). Findings reveal small effects stemming from selective self-presentation, moderate effects of feedback, and interaction effects between them so that one’s self-presentation can ameliorate or enhance—but not override—the effects of feedback to one’s self-presentation. Findings extend identity shift research beyond the outcome of extroversion/introversion to include brand attitudes and buyer behaviors, account for the various valences of feedback related to one’s self-presentation, and indicate value to brands and practitioners building customer interaction into their social media plans.