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
M3. #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions
Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University
Featured
Cultivating Collaboration and Value Cocreation in Consumption Journeys
Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA
Featured
The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time
Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA