So Many Selves: the Effect of Self-Complexity on Attitudes Toward Identity Goods

The model of self-complexity assumes that self-representations differ in terms of both the number of and distinctions between self-aspects. Multiple studies demonstrate a significant positive effect of self-complexity on attitudes toward identity-consistent goods and provide evidence that the malleability of the self mediates this relationship.


Sara Loughran Dommer, Nicole Verrochi Coleman, and Karen Page Winterich (2015) ,"So Many Selves: the Effect of Self-Complexity on Attitudes Toward Identity Goods", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 508-509.


Sara Loughran Dommer, Georgia Tech, USA
Nicole Verrochi Coleman, University of Pittsburgh, USA
Karen Page Winterich, Pennsylvania State University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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