How Asking “Who Am I?” Affects What You Buy: the Influence of Self-Discovery on Consumption

Eugenia Wu, Cornell University, USA
Keisha Cutright, Duke University, USA
Gavan Fitzsimons, Duke University, USA
We explore how the desire for self-discovery leads individuals to seek out, but not necessarily accept the feedback they receive and the important consequences this has for consumption behavior. Specifically, we examine the impact of having an independent self-construal and high reactance motivation in the quest toward self-discovery.
[ to cite ]:
Eugenia Wu, Keisha Cutright, and Gavan Fitzsimons (2011) ,"How Asking “Who Am I?” Affects What You Buy: the Influence of Self-Discovery on Consumption ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.