How Variety in Self-Expression Undermines Self-Continuity

From dating profiles to streaming services, consumers often construct assortments that represent their personal tastes. Might these “self-expressive assortments” affect how consumers see themselves? We demonstrate that perceiving greater variety in a self-expressive assortment elicits an inference of unstable preferences, which diminishes the belief that one’s identity persists across time.


Jacqueline Rifkin and Jordan Etkin (2017) ,"How Variety in Self-Expression Undermines Self-Continuity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 291-296.


Jacqueline Rifkin, Duke University, USA
Jordan Etkin, Duke University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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