People as products: Exploring replication and corroboration in the dimensions of theory, method and context

Abstract

This paper corroborates Hirschman’s (1987) “People as Products” work by first replicating it in a different context, and then extending it by using new methodologies that examine partner-seeking through a different theoretical lens. The replication finds that some of the original hypotheses hold, some did not, and some, in fact, reversed. This extension shows significant differences between male and female partner seekers on important linguistic psychology dimensions, namely clout, authenticity and tone. Managerial implications relate to emerging trends in human brands, specifically how the words that people use to describe themselves may impact the success or otherwise of human branding and influencing efforts. Overall, the paper demonstrates how an original study can be corroborated and extended in meaningful and interesting ways by varying the context, methodology, or theoretical backdrop, while keeping the problem constant.