When Do Consumers Feel More Authentic? the Interplay of Self-Control Choices and Thinking Styles

Michail Kokkoris, University of Cologne, Germany
Erik Hoelzl, University of Cologne, Germany
Carlos Alós-Ferrer, University of Cologne, Germany
We examined how consumption self-control affects authenticity for consumers with different thinking styles. Making a high self-control choice made participants with a higher (vs. lower) preference for deliberation feel more authentic, whereas making a low self-control choice made participants with a higher (vs. lower) preference for intuition feel more authentic.
[ to cite ]:
Michail Kokkoris, Erik Hoelzl, and Carlos Alós-Ferrer (2016) ,"When Do Consumers Feel More Authentic? the Interplay of Self-Control Choices and Thinking Styles", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 743-743.