I like it, because I like myself: Associative self-anchoring and post-decisional change of implicit evaluations Export

@article{citeulike:771072, abstract = {Research in the cognitive dissonance tradition has shown that choosing between two equally attractive alternatives leads to more favorable evaluations of chosen as compared to rejected alternatives (spreading-of-alternatives effect). The present research tested associative self-anchoring as an alternative mechanism for post-decisional changes of implicit evaluations. Specifically, we argue that choosing an object results in the creation of an association between the chosen object and the self. By virtue of this association, implicit evaluations of the self tend to transfer to the chosen object, such that implicit evaluations of the chosen object depend on implicit evaluations of the self. Importantly, this mechanism can lead to ownership-related changes in implicit evaluations even in the absence of cognitive dissonance. Results from four experiments provide converging evidence for these assumptions. Implications for a variety of phenomena are discussed, including cognitive dissonance, the mere ownership effect, the endowment effect, and ingroup favoritism.}, author = {Gawronski, Bertram and Bodenhausen, Galen V. and Becker, Andrew P.}, citeulike-article-id = {771072}, citeulike-linkout-0 = {http://dx.doi.org/10.1016/j.jesp.2006.04.001}, citeulike-linkout-1 = {http://www.sciencedirect.com/science/article/B6WJB-4K2T5CN-2/2/8b55782e9c24c6e7798a9357181b549d}, doi = {10.1016/j.jesp.2006.04.001}, journal = {Journal of Experimental Social Psychology}, keywords = {anchoring, association, cognitive-dissonance, endownment-effect, evaluation}, posted-at = {2006-07-24 12:54:04}, priority = {2}, title = {I like it, because I like myself: Associative self-anchoring and post-decisional change of implicit evaluations}, url = {http://dx.doi.org/10.1016/j.jesp.2006.04.001}, volume = {In Press, Corrected Proof} }

TY - JOUR ID - citeulike:771072 L3 - citeulike-article-id:771072 N2 - Research in the cognitive dissonance tradition has shown that choosing between two equally attractive alternatives leads to more favorable evaluations of chosen as compared to rejected alternatives (spreading-of-alternatives effect). The present research tested associative self-anchoring as an alternative mechanism for post-decisional changes of implicit evaluations. Specifically, we argue that choosing an object results in the creation of an association between the chosen object and the self. By virtue of this association, implicit evaluations of the self tend to transfer to the chosen object, such that implicit evaluations of the chosen object depend on implicit evaluations of the self. Importantly, this mechanism can lead to ownership-related changes in implicit evaluations even in the absence of cognitive dissonance. Results from four experiments provide converging evidence for these assumptions. Implications for a variety of phenomena are discussed, including cognitive dissonance, the mere ownership effect, the endowment effect, and ingroup favoritism. JF - Journal of Experimental Social Psychology TI - I like it, because I like myself: Associative self-anchoring and post-decisional change of implicit evaluations VL - In Press, Corrected Proof KW - anchoring KW - association KW - cognitive-dissonance KW - endownment-effect KW - evaluation AU - Gawronski, Bertram AU - Bodenhausen, Galen AU - Becker, Andrew UR - http://dx.doi.org/10.1016/j.jesp.2006.04.001 ER -