How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption
When a consumer’s identity is salient, research shows that they consume consistently with their self-concept. In this work, we explore how the use of unconstructed identities, or identities that do not contain a self-schema in the mind of the consumer, results in less consistent identity-relevant behavior.
Tracy Rank-Christman and Lauren Poupis (2018) ,"How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 270-275.
Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College
NA - Advances in Consumer Research Volume 46 | 2018
L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations
Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA
Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons
Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA
Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products