Consumer Preferences for Assimilative Versus Aspirational Models in Marketing Communications: The Role of Product Class, Individual Difference, and Mood State

Applying tenets of social comparison theory and social judgment-involvement theory, this paper reports on two studies that examine whether consumers prefer assimilative (self-similar) versus aspirational (self-contrasting) product models (i.e., endorsers, spokespersons), and if these preferences differ as a function of product category and personality. Study 1 confirmed these assumptions and showed that people lean toward aspirational models for symbolic products and assimilative models for functional products. Study 2 suggests that mood can influence the relationships found in Study 1, particularly when people have low ego-involvement in comparing themselves with others. The findings imply that moods are one manner in which the latitudes for acceptance of product models can be examined and manipulated. The findings are discussed in light of how practitioners may utilize these outcomes, and how researchers can extend examination of the phenomenon.