Self-Awareness Fit and Consumer Product Evaluation

Consumers increasingly engage in activities that can situationally increase self-awareness (e.g., taking selfies). Across two experiments, we find that situationally increasing self-awareness via self-focusing stimuli (i.e., video and mirror) enhances (vs. hinders) experiences with products among consumers with high (vs. low) public self-consciousness.


Bora Min and Cheryl Wakslak (2016) ,"Self-Awareness Fit and Consumer Product Evaluation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 750-750.


Bora Min, University of Southern California, USA
Cheryl Wakslak, University of Southern California, USA


NA - Advances in Consumer Research Volume 44 | 2016

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