The “Shaken Self”: Product Choices As a Means of Restoring Self-View Confidence

We show that subtle situational factors (e.g. writing with one’s non-dominant hand) can temporarily “shake” one’s self-view confidence, resulting in an increased propensity of choosing self-view bolstering products. This effect, however, is attenuated when individuals have an opportunity to restore their self-view confidence prior to the final choice task.


Leilei Gao, Christian Wheeler, and Baba Shiv (2008) ,"The “Shaken Self”: Product Choices As a Means of Restoring Self-View Confidence", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 776-777.


Leilei Gao, Stanford University
Christian Wheeler, Stanford University
Baba Shiv, Stanford University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

Read More


C1. Promoting Subjective Preferences in Simple Choices During Sleep

Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University

Read More


When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals

Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, 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.