I Wasn’T Myself When I Chose That: Identity-Salience Fluctuations and Post-Choice (Dis)Satisfaction

We propose that fluctuations in the salience of people’s social identities have consequences for preferences, and, specifically, for post-choice satisfaction. In our studies, participants make choices while one identity is salient; we then ask them to re-evaluate those choices after either the same identity or a conflicting identity is elicited. Dissatisfaction with prior choices is greater when a conflicting identity is evoked (compared to when the initial identity is re-elicited). Furthermore, consumers are more likely to “undo” prior choices when a competing, rather than compatible, identity is later evoked. Identity-salience fluctuations thus affect consumer satisfaction with prior choices.


Robyn LeBoeuf and Julia Belyavsky (2007) ,"I Wasn’T Myself When I Chose That: Identity-Salience Fluctuations and Post-Choice (Dis)Satisfaction", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 541-545.


Robyn LeBoeuf, University of Florida
Julia Belyavsky, University of Florida


NA - Advances in Consumer Research Volume 34 | 2007

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