Placing Identity Into the Self-Concept: the Role of Causal Beliefs in Identity-Based Consumption
This work aims to understand identity-based consumption by exploring consumers’ beliefs about how their various identities fit into their broader self-concepts. We demonstrate that among consumers who share an identity, those who believe it is causally related to more aspects of the self-concept are more likely to display identity-consistent behaviors.
Citation:
Stephanie Chen and Oleg Urminsky (2018) ,"Placing Identity Into the Self-Concept: the Role of Causal Beliefs in Identity-Based Consumption", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 237-241.
Authors
Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Moral Arguments Are Most Persuasive in Changing Attitudes of Opponents of Genetically Modified Foods
Sydney Scott, Washington University, USA
Yoel Inbar, University of Toronto, Canada
Paul Rozin, University of Pennsylvania, USA
Featured
Feeling Bad by Wanting More or Wanting More by Feeling Bad: The Materialism - Well-Being Cycle
Esther Doriette Tamara Jaspers, Massey University
Rik Pieters, Tilburg University, The Netherlands
Featured
Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce
Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada