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The Functional Approach to Creating the Self Obinna O Louisiana Tech University Louisiana Tech Digital Commons Doctoral Dissertations Graduate School Spring 2014 The functional approach to creating the self Obinna O. Obilo Follow this and additional works at: https://digitalcommons.latech.edu/dissertations Part of the Marketing Commons THE FUNCTIONAL APPROACH TO CREATING THE SELF by Obinna O. Obilo, B.S., M.S. A Dissertation Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Business Administration COLLEGE OF BUSINESS LOUISIANA TECH UNIVERSITY May 2014 UMI Number: 3662216 All rights reserved INFORMATION TO ALL USERS The quality of this reproduction is dependent upon the quality of the copy submitted. In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion. Di!ss0?t&Ciori P iib list’Mlg UMI 3662216 Published by ProQuest LLC 2015. Copyright in the Dissertation held by the Author. Microform Edition © ProQuest LLC. All rights reserved. This work is protected against unauthorized copying under Title 17, United States Code. ProQuest LLC 789 East Eisenhower Parkway P.O. Box 1346 Ann Arbor, Ml 48106-1346 LOUISIANA TECH UNIVERSITY THE GRADUATE SCHOOL March 24, 2014 Date We hereby recommend that the dissertation prepared under our supervision by Obinna Onyewuchukwu Obilo entitled ________________________________________________________________________________________ The Functional Approach to Creating the Self be accepted in partial fulfillment of the requirements for the Degree of Doctor of Business Administration of Dissertation Research Head of Department Department of Marketing and Analysis Department Recommendation concurred in: Advisory Committee Approved: Approved: Director of Graduate Studies an of the Graduate School Dean of tne Collcgi GS Form 13a (6/07) ABSTRACT Studying consumers is at the heart of the sub-discipline of consumer behavior; to truly understand the core of said consumers however, the marketing literature has focused on studying the self. The extant literature has discussed the self from several conceptual view points. As such, this study provides a rich theoretical review reaching back into the 19th century literature and extending into more recent developments related to cognitive social psychology. James’ (1890) global tripartite model of the self is adopted, and the various avenues by which consumers create their ‘selves’ are then explored, with particular focus on James’ material self (bodily creation). The latter phase of the study reintroduces Katz’s (1960) functional approach to attitudes as a conceptual lens to examine how matching consumers’ functional profiles to advertising messages, within the context of creating a self, influences the consumers’ overall attitudinal and behavioral responses to the particular message/brands being promoted. A multi-method approach including grounded theoretic and experimental studies is employed, and the findings show that different functions do fuel different individuals’ motives to create their ‘selves,’ and that when viewing an advertisement executed with functions differing from their functional profile, individuals experience mild cognitive dissonance and thus elaborate the message content more; this results in better attitudinal and behavioral responses to stronger over weaker arguments. APPROVAL FOR SCHOLARLY DISSEMINATION The author grants to the Prescott Memorial Library of Louisiana Tech University the right to reproduce, by appropriate methods, upon request, any or all portions of this Dissertation. It is understood that “proper request” consists o f the agreement, on the part of the requesting party, that said reproduction is for his personal use and that subsequent reproduction will not occur without written approval of the author of this Dissertation. Further, any portions of the Dissertation used in books, papers, and other works must be appropriately referenced to this Dissertation. Finally, the author of this Dissertation reserves the right to publish freely, in the literature, at any time, any or all portions of this Dissertation. Date GS Form 14 (5/03) TABLE OF CONTENTS LIST OF TABLES..............................................................................................................vii LIST OF FIGURES........................................................................................................... viii ACKNOWLEDGMENTS...................................................... x CHAPTER I INTRODUCTION...........................................................................................1 Background on the Self ........................................................................................................ 2 Background on the Functional Approach ............................................................................ 7 Purpose of the Study ............................................................................................................. 9 Research Questions ............................................................................................................. 11 Contributions .......................................................................................................................11 Organization of the Study ................................................................................................... 13 CHAPTER II LITERATURE REVIEW AND HYPOTHESES.......................................14 Literature Review on the Self ............................................................................................. 14 A Brief History on the Self .........................................................................14 Defining the Self .........................................................................................17 The Self in Behaviorism.............................................................................18 The Self in Psychotherapy..........................................................................19 The Self in Information Processing ........................................................... 21 The Self and Social Interactions ................................................................ 23 The Self in Introspection ......................................... 27 Literature Review on the Created Self ............................................................................... 32 Different Selves .......................................................................................... 32 Self-Evaluation Motives .............................................................................34 Creating the Self......................................................................................... 37 The Evolutionary Psychology Perspective .........................................................................38 The Cultural Perspective............................................................................40 How is the Body Created?..........................................................................41 Body A rt ..................................................................................................... 42 Cosmetic/Surgical Enhancement ............................................................... 42 Diet/Exercise...............................................................................................43 Literature Review on the Functional Approach ................. 45 Origins of the Functional Approach .......................................................... 45 Functions and Persuasion ...........................................................................48 v vi Integrating Information Processing ............................................................51 Regulatory Focus: Approach/Avoidance ........................................................................... 55 A Theoretical Model ...........................................................................................................59 Research Hypotheses.......................................................................................................... 62 Conclusion ...........................................................................................................................63 CHAPTER III METHODOLOGY.....................................................................................64 Qualitative Study .................................................................................................................64 The Experiment...................................................................................................................67 The Measurement................................................................................................................70 Development of the Self-Creation Function Scale ....................................71 Attitude Towards the A d ............................................................................ 72 Attitude Towards the Brand ....................................................................... 72 Patronage Intent ..........................................................................................73 Self-Monitoring .......................................................................................... 73 Controls .......................................................................................................73 The Analyses.......................................................................................................................74 CHAPTER
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