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#lifegoals – The effects of visual stimuli on online brand experience and self-discrepancy

Dai, Jessie LU and Zondervan, Jasira LU (2017) BUSN39 20171
Department of Business Administration
Abstract
Purpose
This study aims at examining how experiential brand stimuli on Instagram impact consumers’ perception of self-discrepancy in terms of life-achievements and hedonic well-being.

Methodology
With an experimental design, this study applies a quantitative research method that is deductive by nature, whereby the data was collected through an online questionnaire that enabled the analysis of the relationship between online brand stimuli and self-discrepancy in terms of hedonic well-being.

Theoretical perspective
The theoretical framework of this study is based on the concepts of vividness in brand communication, brand experience, hedonic well-being and self-discrepancy.

Empirical data
The empirical data is retrieved from... (More)
Purpose
This study aims at examining how experiential brand stimuli on Instagram impact consumers’ perception of self-discrepancy in terms of life-achievements and hedonic well-being.

Methodology
With an experimental design, this study applies a quantitative research method that is deductive by nature, whereby the data was collected through an online questionnaire that enabled the analysis of the relationship between online brand stimuli and self-discrepancy in terms of hedonic well-being.

Theoretical perspective
The theoretical framework of this study is based on the concepts of vividness in brand communication, brand experience, hedonic well-being and self-discrepancy.

Empirical data
The empirical data is retrieved from 193 female and male Millennials from a Western country that use Instagram.

Conclusion
Visual brand stimuli on Instagram impact consumers’ sensory, affective and intellectual brand experience, which affects self-discrepancy in terms of hedonic well-being. This study thereby reveals that pallid stimuli have a greater impact on self-discrepancy in terms hedonic well-being. Moreover, the study indicates a connection of brand experience with consumers’ self-discrepancy in terms of hedonic well-being that is related to what consumers’ want, believe they deserve and in comparison to what relevant others have. Thereby, this research contributes to the field of consumer psychology by introducing another nature of self-discrepancy called hedonic achievement. (Less)
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author
Dai, Jessie LU and Zondervan, Jasira LU
supervisor
organization
course
BUSN39 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
Visual stimuli, Online brand experience, Self-discrepancy, Hedonic well-being, Instagram
language
English
id
8914304
date added to LUP
2017-06-30 11:32:23
date last changed
2017-06-30 11:32:23
@misc{8914304,
  abstract     = {Purpose 
This study aims at examining how experiential brand stimuli on Instagram impact consumers’ perception of self-discrepancy in terms of life-achievements and hedonic well-being.

Methodology 
With an experimental design, this study applies a quantitative research method that is deductive by nature, whereby the data was collected through an online questionnaire that enabled the analysis of the relationship between online brand stimuli and self-discrepancy in terms of hedonic well-being.

Theoretical perspective
The theoretical framework of this study is based on the concepts of vividness in brand communication, brand experience, hedonic well-being and self-discrepancy.

Empirical data 
The empirical data is retrieved from 193 female and male Millennials from a Western country that use Instagram.

Conclusion 
Visual brand stimuli on Instagram impact consumers’ sensory, affective and intellectual brand experience, which affects self-discrepancy in terms of hedonic well-being. This study thereby reveals that pallid stimuli have a greater impact on self-discrepancy in terms hedonic well-being. Moreover, the study indicates a connection of brand experience with consumers’ self-discrepancy in terms of hedonic well-being that is related to what consumers’ want, believe they deserve and in comparison to what relevant others have. Thereby, this research contributes to the field of consumer psychology by introducing another nature of self-discrepancy called hedonic achievement.},
  author       = {Dai, Jessie and Zondervan, Jasira},
  keyword      = {Visual stimuli,Online brand experience,Self-discrepancy,Hedonic well-being,Instagram},
  language     = {eng},
  note         = {Student Paper},
  title        = {#lifegoals – The effects of visual stimuli on online brand experience and self-discrepancy},
  year         = {2017},
}