Fantasy-Shopping, Self-Concept Clarity, and Self-Affirmation

Consumers sometimes exhibit behavior that arguably a majority of people would classify as destitute of utility, such as purchasing things that they know they will not be able to make proper use of. We call this phenomenon fantasy-shopping. We propose that the degree to which people engage in fantasy-shopping is contingent upon their self-concept clarity. The less clear a consumer is about who they are, i.e., the lower their self-concept clarity, the more fantasy-shopping would be expected. We further propose that self-affirmation can significantly reduce low self-concept clarity consumers’ tendency to fantasy-shop. We explore these propositions in two studies.


Valeria Noguti and Alexandra Bokeyar (2011) ,"Fantasy-Shopping, Self-Concept Clarity, and Self-Affirmation", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 158-159.


Valeria Noguti, University of Technology Sydney, Australia
Alexandra Bokeyar, University of Technology Sydney, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


A8. Do You Accept The Terms And Conditions? The Role Of Trust And Hedonic Content On Self-Disclosure To Apps

Carla Freitas Silveira Netto, UFRGS
Simoni F Rohden, UFRGS
Marina de Wallau Lugoch, Federal University of Rio Grande do Sul (UFRGS)
Natalia Englert, UFRGS
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)

Read More


Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness

Linda Hagen, University of Southern California, USA

Read More


N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos

Fei Cao, Renmin University of China
Xia Wang, Renmin University of China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.