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 More

Featured

The Impact of Price and Size Comparisons on Consumer Perception and Choice

Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia

Read More

Featured

Paying to Purchase a Conversation Topic

Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA

Read More

Featured

M4. How Consumption Experiences Create Value

Gia Nardini, University of Denver
Melissa Archpru Akaka, University of Denver
Deborah MacInnis, University of Southern California, USA
Richard J Lutz, University of Florida, 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.