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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Shopping for Freedom: Moroccan Women's Experience in Supermarkets

Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration

Read More

Featured

H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption

Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management

Read More

Featured

The psychological impact of annuities: Can pension payout choice influence health behavior?

Anja Schanbacher, London Business School, UK
David Faro, London Business School, UK
Simona Botti, London Business School, UK
Shlomo Benartzi, University of California Los Angeles, USA

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.