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



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