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

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