Me, Myself, and My Choices. the Influence of Self-Awareness on Preference-Behavior Consistency.

Caroline Goukens, K.U.Leuven, Belgium
Siegfried Dewitte, K.U.Leuven, Belgium
Luk Warlop, K.U.Leuven, Belgium
Numerous studies have shown that choice making is often characterized by preference-behavior inconsistencies. In this research we argue that private self-awareness reduces these inconsistencies by making consumers behave in a more congruent manner with their personal preferences. In study 1, we show that high self-aware consumers stick more to their favorite choice options than low self-aware consumers. In study 2, we show that this increased preference-behavior consistency makes it more difficult for context effects to intrude, suggesting that high self-aware consumers have fewer problems in determining their personal preferences.
[ to cite ]:
Caroline Goukens, Siegfried Dewitte, and Luk Warlop (2007) ,"Me, Myself, and My Choices. the Influence of Self-Awareness on Preference-Behavior Consistency.", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 510.