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

Share Proceeding

Featured papers

See More


I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More


I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

Read More


Spreading of Alternatives Without a Perception of Choice

Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, 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.