Putting on a Show Or Showing My True Self? Exploring Consumers’ Desire to Signal Accurate Versus Enhanced Identities

Previous research has established that consumers buy products in order to self-enhance. In contrast, we show that situationally activated self-verification (vs. self-enhancement) motives, lead consumers to prefer products that publically signal something accurate about themselves, even when self-views are negative. Further, we examine fear-of-negative-feedback as a boundary condition. 



Citation:

Daniel Brannon and Naomi Mandel (2017) ,"Putting on a Show Or Showing My True Self? Exploring Consumers’ Desire to Signal Accurate Versus Enhanced Identities ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 540-544.

Authors

Daniel Brannon, University of Northern Colorado, USA
Naomi Mandel, Arizona State University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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