When Do Consumers Feel More Authentic? the Interplay of Self-Control Choices and Thinking Styles

We examined how consumption self-control affects authenticity for consumers with different thinking styles. Making a high self-control choice made participants with a higher (vs. lower) preference for deliberation feel more authentic, whereas making a low self-control choice made participants with a higher (vs. lower) preference for intuition feel more authentic.



Citation:

Michail Kokkoris, Erik Hoelzl, and Carlos Alós-Ferrer (2016) ,"When Do Consumers Feel More Authentic? the Interplay of Self-Control Choices and Thinking Styles", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 743-743.

Authors

Michail Kokkoris, University of Cologne, Germany
Erik Hoelzl, University of Cologne, Germany
Carlos Alós-Ferrer, University of Cologne, Germany



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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