Inclusion of brand in self predicts future use
摘要
Predicting future consumer behavior is a core objective of marketing research. However, it is an elusive target, typically measured by highly imperfect proxies. Here, we test a measure adapted from self-expansion theory, Inclusion of Brand in Self (IBIS), that uses a single item to assess the degree to which a brand is incorporated into a consumer’s sense of self. In three studies, we demonstrate that IBIS significantly predicts future consumption and purchase. IBIS was at least as strong a predictor as purchase intent, sometimes even outperforming it. IBIS shows promise as an efficient and pragmatically useful predictor of future purchase.