The “Shaken Self”: Product Choices As a Means of Restoring Self-View Confidence

Leilei Gao, Stanford University
Christian Wheeler, Stanford University
Baba Shiv, Stanford University
We show that subtle situational factors (e.g. writing with one’s non-dominant hand) can temporarily “shake” one’s self-view confidence, resulting in an increased propensity of choosing self-view bolstering products. This effect, however, is attenuated when individuals have an opportunity to restore their self-view confidence prior to the final choice task.
[ to cite ]:
Leilei Gao, Christian Wheeler, and Baba Shiv (2008) ,"The “Shaken Self”: Product Choices As a Means of Restoring Self-View Confidence", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 776-777.