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The Branded Bag Effect (Victoria's Secret (survey in a mall: 85 women …

- - - - see no end to how they might improve themselves
      - big buddies with their bags?
      - see no limits to what they might accomplish
    - - They know their failings and their limitations
      - believe no action of their own can change who they are
    - - a branded bag becomes part of their carrier identity, like an outside branding agent, a persona accessory
- - - - result: the group who was carrying the Victoria's Secret bag felt more sensual and glamorous
      - two groups: one of the 2 groups was given a Victoria's Secret bag
      - questions about their self-perception