You Make Me Feel Bad About Myself: Shaken Self-View Through Observing a Merged Other Act Inconsistent With One’S Self-View

Ali Faraji-Rad, BI Norwegian School of Management, Norway
We propose that observing a merged other indulging in unhealthy eating behavior could result in a shaken self-view among individuals who see healthy eating central to their self-view. This results in a subsequent goal of restoring the self-view and is manifested through higher preference for healthy products in a subsequent choice.
[ to cite ]:
Ali Faraji-Rad (2011) ,"You Make Me Feel Bad About Myself: Shaken Self-View Through Observing a Merged Other Act Inconsistent With One’S Self-View", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 696-697.