The Influence of Virtual Versus Actual Identity on Impulsive Consumption

Chia-Wei Joy Lin, University of Tennessee at Chattanooga, USA
Yinlong Zhang, University of Texas at San Antonio, USA
Lawrence Feick, University of Pittsburgh, USA
We proposed that when virtual identity is accessible as compared to the actual identity, consumers tend to be more impulsive. This is because virtual identity is associated with multiple possible selves which tend to induce identity conflict and self-control resource depletion. Four studies confirm our hypotheses.
[ to cite ]:
Chia-Wei Joy Lin, Yinlong Zhang, and Lawrence Feick (2017) ,"The Influence of Virtual Versus Actual Identity on Impulsive Consumption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 743-746.