The Effect of Self-Multiplicity on Compliance With Health Recommendations

“Self-multiplicity” describes the extent to which people perceive themselves as having many (vs. few) self-aspects (e.g., social roles, identities, or goals). We demonstrate that higher self-multiplicity increases compliance with health recommendations, and this is due to the effect of self-multiplicity on self-worth.


Rima Touré-Tillery, Lili Wang, and Carolyn Wells Keller (2019) ,"The Effect of Self-Multiplicity on Compliance With Health Recommendations", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 876-878.


Rima Touré-Tillery, Northwestern University, USA
Lili Wang, Zhejiang University, China
Carolyn Wells Keller, Northwestern University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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